ALI CAFE

The challenge was to maintain Ali Café’s brand character while creating visually engaging Ramadan communication through CGI. In 2023, the focus was on establishing a strong visual foundation and delivering the Ramadan CGI content within a tight timeline. When the client returned in 2024, the challenge evolved—to create a stronger and more creative visual experience while maintaining continuity with the previous work. The new execution needed to feel familiar to the brand but clearly more refined and visually impactful.

I researched Ali Café’s existing brand identity, visual language, products, audience, and Ramadan communication to understand how the brand could be translated into a strong 3D environment. I also explored contemporary CGI trends, product visualisation, lighting, materials, composition, camera movement, and Ramadan-inspired visual elements. For the 2024 project, I reviewed the previous campaign direction and explored ways to push the visual quality further through more refined 3D rendering, composition, lighting, and creative storytelling.

Across both 2023 and 2024, I was responsible for the Branding and CGI/3D Rendering aspects of the projects. In 2023, I developed the branding work and then created the CGI visual direction and 3D renders for the Ramadan motion campaign, successfully delivering the work ahead of the agreed deadline. In 2024, Ali Café returned to collaborate again on a new Ramadan campaign. I developed the branding elements and CGI/3D rendering while pushing the visual direction into a more creative and elevated style. My work included Art Direction, Branding, Concept Development, CGI, 3D Visualisation, Material & Lighting Direction, Composition, Rendering, and Final Visual Development.