Where Intelligence Meets Everyday Life

For the Modern Living Campaign, I led the project in its entirety—overseeing its strategic direction, creative architecture, and full-scale execution to deliver a forward-thinking narrative that reflects the evolution of contemporary communities.

Collaborating with Director Suhail Saadiah, we developed a concept centered around artificial intelligence as a storytelling device—posing real questions about people’s daily needs within urban communities, and revealing how NHC destinations seamlessly fulfill those needs. The campaign positioned AI not as a technical feature, but as a symbolic lens through which modern living is understood, anticipated, and enhanced.

From concept development to final delivery, I managed the project holistically—aligning creative ambition with production precision to ensure clarity, innovation, and cinematic impact. The result is a visually refined and strategically grounded campaign that demonstrates how NHC communities are designed to anticipate lifestyles, elevate standards of living, and provide fully integrated environments where every essential need is thoughtfully addressed