AYOUB AHRRAR
Services
Freelance art director for fashion and premium brands
I set the visual territory of fashion, premium and lifestyle brands, then hold it wherever they appear: the shoot, the e-shop, the newsletter, the store. The job is less about one striking image than about the decisions that keep a brand recognisable from one format to the next. I have done it for over ten years, notably at Officine Générale from May 2022 to February 2024, and freelance since.
Who it’s for
- Fashion and ready-to-wear labels preparing a collection, a launch or a repositioning.
- Premium, beauty and lifestyle brands that want one visual line across print, digital and retail.
- In-house marketing, image and e-commerce teams looking for a senior art director, for one project or as reinforcement.
What I deliver
- Creative territory: visual principles, references and what the brand never does, set out in a single document.
- Photographic direction: light, framing, settings and colour grading, decided before the shoot.
- Shoot preparation and artistic supervision on set.
- Typographic choices and layout principles for campaigns and e-commerce.
- Key visuals and their applications: social formats, CRM newsletters, e-commerce pages.
- Review and sign-off of applications produced by in-house teams or vendors.
- Exploration and prototyping with generative AI, ahead of production.
How it works
Four steps
01 — Brief
We start from the collection or product, the audience and the channels already in place, to pin down what the image has to do.
02 — Territory
I propose a visual territory, with its references and rules, which we refine together before anything is produced.
03 — Production
I prepare and oversee the shoot, then design the key visuals and their first applications.
04 — Rollout
I hand over the rules and review the applications, so the brand stays the same on every medium.
Selected work
What it looks like
Frequently asked
Before we talk
How much does a freelance art director cost?
The budget depends on scope more than on hours: one campaign or a full territory, the number of formats to cover, whether a shoot needs preparing and supervising, and how long the brand needs support afterwards. Each project gets its own written proposal once those points are settled.
What does an art director do for a fashion brand?
They decide how the brand looks and make sure it keeps looking that way: photography, type, colour, layout, and how each format applies them. In practice that means writing the territory, preparing and overseeing shoots, and signing off every application, from the e-shop to the shop window.
Art director or graphic designer: which one do I need?
A graphic designer produces the pieces; an art director sets the rules they follow and checks that those rules hold. I have held both roles, graphic designer at Officine Générale and art director before and since, so I can set the direction and produce the files.
Do you supervise photo shoots?
Yes. I prepare the shoot with the photographer and the team (references, light, framing, product list), then follow it on set. At Officine Générale I took part in preparing the collection shoots and in their artistic follow-up.
Are you open to a full-time art director role?
Yes. Alongside freelance work, I am open to a permanent role in Paris, in London or remote, and available immediately.
A collection, a launch or a shoot coming up? Tell me about it.
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