Selected work / Social art direction
MAALEM
We film what hasn't been built yet.
Selected campaign artwork. Explore the original designs below.
- Role
- Co-founder and creative direction
- Services
- Creative direction, AI film production, Drone-style cinematography, Plot boundary tracing
Inside the project
MAALEM / Working notebookA sense of space. Before the first visit.
A proposed film direction for real estate: establish the place, reveal the architecture, then leave the viewer with a clear impression. Final films and approved briefs will complete this story.
Establish the place.
Start with context. Help the viewer understand the setting before introducing the development.
Reveal the space.
Use deliberate framing and measured movement. Check every generated scene against approved architectural references.
Leave a clear impression.
Finish on the project's strongest idea and a useful next step. Add the final edit here once the film is ready.
The brief.
MAALEM is a two-person Moroccan studio I co-run. We make films for real estate developers in Morocco and the Gulf.
Every one of those projects has the same problem: the thing being sold does not exist yet.
The proposed brief is to make the development understandable and desirable through a short film, balancing atmosphere with a clear sense of location, space and architectural intent.
The thinking.
Slow, atmospheric camera movement. Nothing rushes.
Life shows up through light, shadow and water rather than through people walking past a render.
Each film combines AI video, drone-style shots and plot boundary tracing, so a buyer sees both the feeling and the footprint.
The palette stays night, gold, saffron and eggshell across everything we put out.
The work.
From floor plan to film.
Two Arabic carousels for property developers: three costly mistakes, then five steps from the plan to the finished film.
Film concept & storyboard
A proposed story structure that introduces the location, guides the viewer through the development and ends with a clear invitation.
AI-assisted production
Art-directed image and motion exploration, with review stages for architectural accuracy and visual consistency.
Final edits & formats
A proposed main film and shorter campaign edits, adapted to the intended channels with sound, titles and finishing.
Your idea.
Our next conversation.
Tell me what you’re building. We’ll find the right creative direction together.
Let’s talk about itOne more story.
