Work / MOTION & 3D
Khalaifat — Beat-Cut Campaigns
Concept Motion Graphics Animation Khalaifat 2 campaigns · 9:16
The brief
Two retail campaigns for Khalaifat, made for vertical feeds where a piece has to hold attention in the first second or lose it entirely.
The approach
Both films are cut to a beat rather than to a script — the track sets the edit points, and product, type and colour change on the hit instead of easing between states. Composed for 9:16 from the start so nothing is cropped in from a wider master, which keeps the safe area honest and the type large enough to read without sound.
My role
Concept, motion graphics and animation for both campaigns.
Beat-driven cutting is unforgiving: once the rhythm is set, every element has to arrive on time or the whole piece feels loose. Both campaigns were built to the same rhythmic structure so they read as a pair, while colour and product carry the difference between them rather than a change of format. Type is held on screen for whole beats instead of sliding through them, so a viewer scrolling with sound off still leaves with the message rather than only an impression of movement.
02 — SECOND CAMPAIGN