Kaia - Fashion Project | Mahmoud Hammad

Case file / Selected workFashion

FootwearFashionCampaign

01Behind the frame

Creative premise

A visual campaign created for Kaia, a footwear brand, capturing both its summer and winter collections through a mix of lifestyle photography, product imagery, and video. The goal was to showcase the character of each collection while keeping the footwear at the center of every frame.

01 / Challenge

Create a visual identity for two different seasonal collections while maintaining a consistent look and feel across photography and video. The content needed to highlight the details, design, and versatility of each pair while giving the collections a strong visual presence.

02 / Approach

Mahmoud handled the photoshoot, product photography, and video production for both collections. Each shoot was approached differently to reflect the mood of the season, combining carefully composed product shots with lifestyle-focused visuals that brought the footwear to life.

03 / Outcome

A complete visual content library for Kaia's summer and winter collections, including product photography and campaign-focused photo and video content designed to showcase the footwear across digital platforms.

02THE WAY I SEE IT

BEFORE THE FINAL FRAME

Every frame.
A purpose of its own.

03THE EYE / PHOTO

180 WORDS WORTH FRAMES

Gesture, composition, and light carry the story. From the cinematic blur of a perfect 180-degree shutter to the razor-sharp sweet spot of f/8.

Frame / 01Kaia
Frame / 02Kaia
Frame / 03Kaia
Frame / 04Kaia
Frame / 05Kaia
Frame / 06Kaia
Frame / 07Kaia
Frame / 08Kaia
Frame / 09Kaia
Frame / 10Kaia
Frame / 11Kaia
Frame / 12Kaia
Frame / 13Kaia
Frame / 14Kaia
Frame / 15Kaia
Frame / 16Kaia
Frame / 17Kaia

04 IN MOTION

WHEN A FRAME NEEDS MORE THAN A MOMENT

Movement changes how a story feels. Camera work, timing, sound, and editing come together to give every project its own pace from campaign videos to fashion, product, and short-form content.

Reel 01
Cut from the reelKaia
Reel 02
Cut from the reelKaia
Reel 03
Cut from the reelKaia
Reel 04
Cut from the reelKaia

05THE DETAIL / PRODUCT

MAKE THE DETAIL MATTER. 1:1 PROPORTION. ABSOLUTE TEXTURE.

A product can be clean, bold, minimal, or unexpected. The approach changes with the brand, but the focus stays on what makes the piece different. Its shape, texture, material, and character.