H&M - AI and Art Director
Varför Tarek?
Jag är Art Director, 3D-visualiseringsspecialist och arkitekt med över 15 års erfarenhet av visuell kommunikation, konceptutveckling och kreativ produktion. Under åtta år på White Arkitekter ansvarade jag för och drev företagets 3D-visualiseringsproduktion, med fokus på kreativ riktning, ljussättning, komposition och visuellt berättande.
Min styrka ligger i kombinationen av konstnärlig känsla och teknisk kompetens. Jag har erfarenhet av att leda kreativa processer och integrera AI-drivna arbetsflöden, både i företag jag samarbetat med och i min egen kreativa produktion. För mig handlar AI inte bara om teknik, utan om att utveckla nya sätt att skapa, effektivisera och höja den visuella kvaliteten.
Idag driver jag min egen kreativa studio, TarekAD, där jag kombinerar Art Direction, 3D, animation och generativ AI för att skapa engagerande visuella upplevelser.
Rollen som Art Director & AI Artist på H&M Creative Studios känns särskilt intressant eftersom den förenar kreativt berättande, visuell kvalitet och teknisk innovation. Det är just i mötet mellan konstnärlig vision och nya tekniska möjligheter som jag trivs allra bäst.
Jag har därför samlat ett urval av relevanta projekt som visar mitt arbete inom Art Direction, AI, visualisering och kreativ produktion.
Creative branding & 3d Concept development for retail design
A short 3D animated concept clip focusing on retail and window design and its impact on the urban environment. In this project, I took on a wide range of roles, from designing the sets and the graphics, garments, and lighting to camera tracking, scanning, 3D modeling, animation, and sound design. These methods allowed me to explore retail concepts in direct relation to street interactions.
White arkitekter virtuell 3d studio builder
Role:
Branding - process leadership - assets managment - 3D visualisation
Combining graphic design and 3D visualization to create distinctive and engaging brand experiences.
3D Visual explorations for adidas kids
Using ground and aerial photography, a 3D scanned model was created with Reality Capture. This helped achieve an accurate match between the existing parts and the new development.
Case 2: lykke kaffegårdar
A campaign for the workplace
Challenge
Breaking through the noise in a competitive market where sustainable coffee is often available at lower prices, and where office coffee is typically seen as a given rather than an investment. Our challenge is to build brand awareness and drive engagement for Lykke, particularly in an environment where coffee rarely has a strong visual presence or stands out on its own.
Insight
Coffee consumption in the workplace is an essential part of company culture and helps strengthen connections between colleagues. Sustainable (and seriously cool) coffee becomes a symbol of conscious consumption and shared values. Lykke can be the obvious choice that combines premium quality, refined aesthetics, and sustainability—perfectly suited for the modern office environment.
Strategy
By combining humor with credibility, we create an engaging and memorable campaign that highlights Lykke’s unique selling proposition. We leverage our playful and colorful visual identity, using illustrations that reflect our journey from farm to desk, while offering creative and thoughtfully designed products that leave a lasting impression in the workplace.
Campaign Statement
Some say a good day starts with coffee.
We say a better future starts with Lykke.
Specialty coffee. Office coffee. After-lunch coffee. Running-late-for-a-meeting coffee. A beloved thing has many names. And what defines Swedish working life more than coffee?
From small startups to large corporations, the coffee ritual is ever-present and unquestioned. Few people spare more than a passing thought for where the beans came from or how they ended up in the break room—as long as the caffeine does its job.
But somewhere along the way, the coffee industry lost its direction.
The journey from plant to cup is too often marked by compromises—for both the planet and the people behind every bean. What satisfies a craving in the moment can leave a bitter aftertaste once you understand the true cost a single sip may have on our future.
At Lykke, we make coffee that feels as good as it tastes.
With our own farms and a conscious approach to production, we oversee every stage of the bean’s lifecycle—from harvest to roast. That means full transparency, fair conditions, and a climate footprint that stands up to scrutiny.
Good coffee. Good beans. For good offices.
Towards a happier future—with Lykke.
Campaign overview
Lykke Heros + Brand Awareness
Part of the campaign idea was to interview and feature studios and office owners who integrate sustainability into their lifestyle or business approach. We called them Lykke Stars.
The set design integrates Lykkes iconic illustrations into their workplace/studio enviroments.
Social Media Posts
By combining humor with credibility, we create an engaging and memorable campaign that highlights Lykke’s unique selling proposition. We leverage our playful and colorful visual identity, using illustrations that reflect our journey from farm to desk, while offering creative and thoughtfully designed products that leave a lasting impression in the workplace.
The Landing Page
Office Mailings
The campaign involved designing bags that can be used in the workplace like lunch bags.
Lykke's iconic doodles are used in the form of colored patterns. Instead using Lykkes logo directly, a hint of the brand visual identity can make the product much more useble.
Ochno is a Swedish tech and innovation company that provides design solutions for tech problems; simplifying collaboration through intuitive, hassle-free digital solutions. From pioneering smart meeting solutions to wider workplace innovation, we aim to transform how we work.
Case 1: Ochno
Ochno had a very strong graphical profile. A strong recognizable logo, and a distinguishable orange color or mandarin to be specific, that can be scene in all their visual materials.
When I started helping Ochno, I realized that other than the graphical profile the brand visual identity in all other areas was not present. Making the brand experience weak as a result.
I showcase bellow how we tackled each part of the visual identity and the brand experience.
Visual Identity Assessment - Before
Visual Identity Assessment - After
Brand Imagery
Ochnos USB-C Products are smart and hidden by design, they are located under working desks. Instead of showing the product itself we started to show its impact. A clean minimalistic desk. Ochno create a place that is inspiring to work at.
Before
After
Before
Ochno is Scandinavian. Another thing that needed to be highlighted in its presentation. We moved showing the product a generic meeting rooms and workplaces to a place that has the Nordic nature, cities and its unique environment.
After
Emotional Resonance
A USB-C cable is a dry and boring product. We had to highlight everything around it. The power it gives, the clean desk, the beautiful wood the relaxed room and the warm ambient light that comes from the big windows.
Visual weight
Before
After
Changing focal length, camera position, and framing removes the room and introducing the environment, visual weight shifts from the space itself to the relationship between the product and its context.
Before: The room is the subject.
After: The product and its environment become the story.
Product Imagery
Appreciating the object itself. Restraint, proportion, and material honesty. Those are the things that make it feel elegant.
From tH!s…………………………………………….……………………………………………………………..…………To this
We created 3d animations and illustrations that can showcased how the product work. It should inspire those who are non technical yet convince those who are experts in Audio Video field.
The script aimed to check the following:
Product advertisement for social media.
Getting started with Ochno product.
Installation guide.
Room transformation guide.
Exhibition material on the big screen.
Conceptual Clarity and User experience
Tack! och hoppas att jag hör från dig
Tarek Adhami
0737603770
tarekadhami@hotmail.com
Stockholm