HIC DUBAI – GERGOEMODI

Client

Hell Energy

Year

2024

Services

Art Direction, Copywriting, Set Decoration, Briefing

HELL ICE COFFEE - DUBAI

I worked as Art Director on the international HELL ICE COFFEE campaign, which launched on June 10 across nearly 20 countries, running throughout the year with placements on digital, outdoor, and TV platforms.

My Role & Contributions:

Creative Briefing – Wrote the creative brief for the executive creative team, establishing the campaign’s visual tone, target audience focus, and storytelling approach.
Copy Direction – Developed the basis of the campaign’s creative copy, including key messaging aligned with the central idea: “The simplest things in life bring the greatest joy – HELL ICE COFFEE delivers a true coffee experience in a can.”
Art Direction – Supervised the overall creative concept, ensuring the campaign highlighted diverse iced coffee consumption moments in premium, relatable environments.
Production Insight – Collaborated with a 20-person crew during a three-day international shoot featuring a rising Moroccan model as the campaign’s face.
On-Set Leadership – Directed the photoshooting sessions in Dubai, instructing the photographer, models, and set decorators to capture authentic lifestyle scenes across 8 unique coffee-drinking scenarios.

The campaign aimed to position HELL ICE COFFEE as the effortless choice for anyone seeking a genuine coffee experience, seamlessly fitting into everyday moments—whether by the pool or after a long day. Shot in Dubai’s premium location, the films reinforced the brand’s aspirational yet relatable identity across global markets.