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Abha Rose
A self-initiated beauty identity built on one idea: softness can have presence.
Art Director & 3D Generalist
Building visual worlds through direction, design, CGI and motion.
Mustafa Werekia
Direction before decoration
Every brief starts with the same question: what does this work have to communicate? Camera, light, material and composition answer it. Detail and finish come afterwards, once they have something to serve.
One conviction: the idea has to survive every stage it passes through. I build, light and direct the work myself, so direction stays realistic and nothing is lost between concept and delivered file.
15+
Years across visual design and production
04
Disciplines held by one point of view
01
Point of accountability, from brief to final frame
Selected Work
A curated selection of work across art direction, CGI, brand visualization, motion and multidisciplinary visual production.
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AWard Legal
A law firm identity in which structure, not visual weight, carries the authority.
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Wolke Jet
A private aviation identity built around one integrated mark, with the aircraft drawn inside the W.
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3D Anamorphic LED Screen
Depth designed for one viewing position, so a flat display reads as space.
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3D Chess Set
A chess set in which proportion and silhouette carry each piece’s role.
Disciplines
Four ways into one practice
Identity logic shapes how a product is framed and lit; motion extends a visual system rather than reinterpreting it. The disciplines are useful because they hold the same idea.
About the practice
01
CGI & Product Visualization
Campaign imagery, key visuals and launch worlds, with camera, light and material directed around what the product has to communicate.
Related work02
Motion & Anamorphic 3D
Reveal, rhythm and spatial illusion designed for the screen, the space and the viewer's position, from styleframe to calibrated master.
Related work03
Brand Identity
Identity systems built to hold at every scale, and brand worlds where identity, CGI and motion share one visual logic.
Related work04
Creative Direction
For briefs that span disciplines and need a senior partner connecting direction and production, from the first styleframe to the delivered file.
Related work
Range is only useful when disciplines reinforce one another. Working across these areas means fewer handovers where intent is lost.
Mustafa Werekia
Art Director & 3D Generalist
001 · Reading the brief
Starting point
From brief to final frame
Five stages, one idea carried through all of them. Each stage hands something specific to the next, so nothing is reinterpreted along the way.
005 · Delivery
Final frame
Stage 01
Reading the brief
Direction note
Stage 02
Direction
Styleframes
Stage 03
Development
Look development
Stage 04
Production
Final frames & film
Stage 05
Delivery
Masters & source
Direction is agreed before production begins
Changes are cheapest at the start
Approach
Three principles shape the practice.
One idea. One visual language. Every detail aligned.
Ideas before execution.
Direction
Direction establishes what the work needs to communicate and how it should be experienced.
Ideas need the right execution.
Craft
CGI, modelling, lighting, materials, look development, motion and post-production become tools for giving the idea its final form.
The strongest ideas extend beyond one image.
Worlds
A visual direction may need to live across a campaign, product launch, identity, moving image, screen or spatial experience.
From idea to final frame.
Gallery
Concept in Frame
Concepts made outside client briefs. Each frame resolves one idea (a material, a light, a moment of movement) in a single composition.
Open the galleryInsights
Latest insights
Notes on art direction, CGI and the decisions behind visual work.
Explore All Insights
Why Photorealism Alone Is Not Enough
On realism, meaning and visual hierarchy.
The Art Director’s Eye: What Makes a Visual Feel Premium
On the judgement behind visuals that feel premium.
From Brief to Final Frame: How I Approach a Visual Project
On the decisions between a brief and a finished frame.
Idea tofinal frame
Tell me what stage the project is at and what it has to achieve. I will come back with a way to work on it.
Phone
+971 56 367 9289
Studio
Dubai, United Arab Emirates
Local time
Local time