Beat That (SHARE Credit Card)
Majid Al Futtain | Emirates NBD | 2025 | AI Art Direction / Production
For the launch of the new SHARE Credit Card, I was invited by Majid Al Futtaim to create a full set of AI visuals to support the campaign "Be That." The card, developed in partnership with Emirates NBD, connects everyday spending with rewards across the group’s retail universe.
CREATIVE CHALLENGE
The goal was to represent a wide range of consumer profiles in a way that felt fresh, inclusive and visually consistent. I crafted a library of 40 fully AI-generated images, each one portraying a distinct lifestyle, personality or shopping moment.
From fashion-forward singles to big families, coffee lovers to tech enthusiasts, the visuals reflected the diversity of everyday life.
From these stills, I also developed a series of looping video assets for digital use. Everything was built through a custom creative workflow that combined visual strategy, promptcraft and a mix of AI tools, always aiming to balance realism, clarity and brand storytelling.
The final assets were passed on to Haze, who brought the full campaign to life across malls, public spaces and digital platforms throughout the UAE.
