← Back to Framework Selected Work · Vol. I
Zanbeel Edits
Ch. 01
Equestrian · Fashion · Live Direction · 2025

RE
CLASSIFIED.

On Skill, Trust & Context
Art Direction · The True Connection for Cavago
Photographers: Scott Trees & Afonso Rodrigues
Art Director · 2025
Reclassified — the rearing horse at dusk, trust made visible

Equestrians are among the most technically skilled athletes in the world, yet global media does not recognize them as cultural icons. The project changed this classification, treating them as celebrities, elevating their status and upgrading the entire industry. (on going project)

The Trust Frame Image 01 · Dusk · Beach Location
No arena. No spectators. Just the brief.
Stillness — the model and her partner in the frame
02

the partner not the prop

Editorial · Intimacy · Fashion · Live Subject
Image 04 · Farm Location · No Arena Precision — the working horse and rider with bull, farm location 04
The Working Frame Skill without spectacle.
Styled on a farm. Not a bullring.
Anam
Mukri Art Direction
Ch. 02
Accessories · Brand Strategy · Multi-Persona Campaign

THE
PERSONA
MATRIX.

One Brand · Three Cultural Worlds

One Core Collection.
Three Distinct Cultural Worlds.

Delivering to diverse personas and moods under a single brand identity. The collection embodies three archetypes — The Social Diva, The Bold, and The Elegant Literary Woman — each world carrying its own language of style, luxury and cultural relevance. Three acquisition funnels. One production day.

The Persona Matrix — Celestial clutch, social diva persona
The Brief

Unlocking three distinct customer acquisition funnels out of a single production day — eliminating the overhead of multiple agency campaigns. High fidelity relevance validating premium price points.

One Collection

THREE
WORLDS.

The Social Diva — metallic bag persona 01
The Social Diva

Night Out.
No Apologies.

The Bold — crystal detail persona 02
The Bold

Maximum
Presence.

The Elegant Literary Woman — green brocade bag persona 03
The Elegant Literary Woman

Cultured.
Considered.

The Persona Matrix Bag Brand · Multi-Persona Campaign
Art Director · Anam Mukri · 2025
Ch. 03
Event Direction · Luxury Brand Relations · UAE
BMW
×
STÉPHANE ROLLAND PARIS

PRINCIPAL
ACCESS.

Event Direction · Dubai · Luxury Relations

BMW's UAE executives and their partners were privately invited to an exclusive afternoon at the Stéphane Rolland boutique — not a pitch, an experience.

The brief: place the right people in the same room as European couture.

The outcome: direct luxury relationships built across two of the Gulf's most influential networks in a single afternoon.

Event Direction · Anam Mukri
BMW UAE × Stéphane Rolland Paris
Luxury Brand Relations · Dubai
Jewellery detail — event atmosphere
Gallery — Stéphane Rolland installation
Principal Access Event Direction · BMW UAE × Stéphane Rolland · Anam Mukri
Ch. 03
Luxury · Product Direction · Desire Engineering

THE
COVETED
OBJECT.

Product Direction · Desire Engineering

Re-engineering a luxury object into visceral consumer desire. By framing the plain leather clutch as a delicious object to be consumed, the creative direction shifts the consumer mindset from passive consideration to immediate asset craving.

Creative Direction · Anam Mukri
Product Reel · Luxury Accessories
Ch. 05
Children's Wear · Commercial · Mother's Day Campaign
High Street · Children's Wear · Dubai · Mother's Day

L'ÉCHO
STRATÉGIQUE.

( The Strategic Echo )

A relevant voice designed to appreciate a mother's day to day life that sliced through the crowded space of children's wear brands in Dubai. Deep demographic penetration that accelerated brand awareness and establishes precise market positioning.

Styling & Direction · Anam Mukri for Sergeant Major  ·  Mother's Day Campaign
I love grocery shoppingThe Errand Run
I need a breakThe Kitchen Stand-off
I need a new wardrobeThe Wardrobe Audit
Just want to take in the sceneryThe Scenic Pause
I'm off to workThe Morning Commute
L'Écho Stratégique Styling & Direction · Anam Mukri for Sergeant Major · Mother's Day Campaign