AYOUB AHRRAR
Services
Art director for 360° campaigns, from concept to every format
A 360° campaign is one idea that has to survive a poster, a newsletter, an e-commerce banner and a 9:16 story. I build the concept and the system that carries it, then lead its execution across print, digital, retail, CRM and social media.
Who it’s for
- Fashion and premium brands launching a collection, a product or a store.
- Marketing and CRM teams who want one art director to keep the campaign, newsletters and social content together.
- Culture and lifestyle brands planning an out-of-home or awareness campaign.
What I deliver
- Campaign concept, key message and key visual.
- Campaign guidelines: grid, type, colour and image treatment for every format.
- Out-of-home and print: posters, digital street displays, press.
- Social formats: stories, feed posts, motion loops.
- CRM newsletters and e-commerce banners.
- Retail and merchandise applications: in-store materials, apparel, accessories.
- Production follow-up with photographers, printers and vendors.
How it works
Four steps
01 — Idea
We settle what the campaign has to say and to whom, then I propose a concept and a key visual.
02 — System
I turn the concept into rules that hold on every format, from the poster to the story.
03 — Production
I produce or direct the assets: shoot, posters, motion, newsletters, social formats.
04 — Rollout
I review each application before it goes out, so the campaign stays one campaign from channel to channel.
Selected work
What it looks like
Hope — 2020Hope (2020): a red raised fist, drawn as an outline, carries posters quoting articles 1, 3 and 6 of the Universal Declaration of Human Rights, then embroidery on caps, screen print on t-shirts and print on face masks.
Au Nom De La Rose — 2020Au Nom De La Rose (2020): four urban digital display visuals held by a single mechanic, a rose macro in pushed colour, a handwritten diagonal line and a logotype that never moves.
Daily Classics — Matchsticks — 2024Daily Classics — Matchsticks (2024), at Officine Générale: the shortest format in the line, a 13-second loop that brings the campaign down to one object and one line.
Frequently asked
Before we talk
What is a 360° campaign?
A campaign designed from the start for every channel the brand uses: out-of-home, print, social media, CRM, e-commerce and retail. The idea and the visual rules are shared; each format then adapts them to its own constraints.
How much does a 360° campaign cost?
The budget follows the number of channels and formats, the share of original production (shoot, motion, 3D) and whether out-of-home and print are involved. Media buying is a separate budget from art direction and production.
Do you produce the content or only direct it?
Both. I design the concept and the rules, and I produce posters, motion, social formats and newsletters myself, in Photoshop, Illustrator, After Effects and Premiere Pro. When a project calls for a photographer or a printer, I brief them and follow their work.
Can you work with our in-house marketing or CRM team?
Yes. At Officine Générale I worked daily with the Marketing, Image, E-commerce and UX teams. I can lead a campaign or reinforce a team that already has its own processes.
How do you keep a campaign consistent across channels?
By fixing early the elements that never move: the position of the logo, the type, the colour treatment, the tone of the lines. In Au Nom De La Rose (2020), the logotype’s position and the handwritten italic never change, and that is what holds four very different visuals together.
Planning a launch or a campaign? Tell me the channels and the date you are aiming for.
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