Art direction for brands that need to work at scale.

I’m Karim Ezzat, an Egyptian art director based in Riyadh. Over the past several years I’ve worked across giga-project campaigns, government awareness initiatives and consumer social content — usually the same question underneath all of it: how does one visual idea stay recognizable across a hundred different executions.

Most of my recent key visuals combine AI-generated or AI-assisted imagery with a great deal of manual craft on top — compositing, retouching, color grading, and the typography and layout systems that turn a single image into a full campaign. I’m upfront about which part is which in every case study.