SHARJAH SUMMER

The challenge was to animate an existing brand character while maintaining Shamsa’s recognisable personality and visual identity. The content also needed to feel energetic, playful, and suitable for social media, while making AI animation feel intentional rather than simply experimental.

I explored character animation, family-focused summer campaigns, mascot-led communication, social media motion trends, and AI animation techniques. I focused on creating natural character movement, expressive actions, appealing environments, and smooth transitions while keeping Shamsa visually consistent throughout the sequence.

I independently developed the creative concept and AI animation workflow, taking Shamsa from a static brand mascot into an animated character. My role covered creative direction, storyboard development, AI visual generation, character animation, scene development, motion direction, transitions, editing, and final social media delivery—using AI as a creative production medium to extend the campaign’s visual storytelling.