Michelle Tasic

Study 01 · Cultural Campaign / Fashion Film / Youth & Music Visual Direction

New Frequency

A locally adaptable campaign anthology for sport, street style, music and analogue memory

Creative direction
Michelle Tasic
Best fit
Senior Creative Director · AI Visual Director · Branded Film & Cultural Campaigns
AI-assisted concept-development image of two fictional young women sharing a relaxed moment beside a vividly coloured outdoor basketball court at night
01 / Court After Dark — ease and friendship lead before performance.AI-assisted visual development, art-directed by Michelle Tasic · Independent concept study

Premise

New Frequency is a speculative campaign framework built around four distinct modes of contemporary Arab youth culture: night sport, cobalt street portraiture, independent music rooms and analogue-media memory. They share a colour and camera grammar, but never pretend to be one undifferentiated regional identity.

“One visual frequency can connect the chapters; culture, place and language must remain locally authored.”

Challenge

What the study had to solve

Develop a contemporary campaign language with the confidence of global sport, fashion and music advertising without recycling generic desert futurism, fabricated Arabic typography or a false pan-regional identity.

Audience

Who the world must work for

Sport, fashion, music, entertainment and experiential teams looking for culturally alert campaign direction with cinematic range; recruiters assessing whether one visual system can travel across film, stills, social and physical activation without presenting a prototype as documentary evidence.

Cultural protocol

Specificity is part of the craft.

  • 01Specificity before regional shorthand — SWANA describes a broad region and is not used here as a synonym for Arab identity.
  • 02No generated Arabic is published — final typography, dialect and naming would be commissioned and approved by fluent local writers.
  • 03Prototype, not documentary — locations, casting and narratives would be researched and produced with local cultural partners before release.
  • 04No implied affiliation — any brand, artist or musician collaboration would be separately commissioned and credited.

Narrative / design architecture

A sequence with consequence.

  1. 01Code / Local specificity before styling
  2. 02Chapter I / Court After Dark
  3. 03Chapter II / Cobalt Hour
  4. 04Chapter III / After the Set
  5. 05Chapter IV / Low Bandwidth
  6. 06Language / Typography is commissioned, not generated
  7. 07Localisation / One city, one cast, one research partner
  8. 08Release / Film, stills, social and spatial activation

Selected visual sequence

The world develops frame by frame.

I curated the sequence to show how the idea develops across scale, atmosphere and function.

AI-assisted concept-development image of two fictional young women sharing a relaxed moment beside a vividly coloured outdoor basketball court at night
01 / Court After Dark — ease and friendship lead before performance.
AI-assisted concept-development image of two fictional women in modest sportswear speaking beside a neon-lit basketball court at night
02 / Court dialogue — graphic light turns conversation into scene.
AI-assisted concept-development image of two fictional women basketball players standing symmetrically on a magenta night court
03 / The line-up — symmetric scale creates campaign confidence.
AI-assisted concept-development image of two fictional women athletes laughing together beneath court lights at night
04 / Between plays — sport is framed as shared public time.
AI-assisted concept-development image of a fictional basketball player releasing a shot inside a minimal cream-and-cobalt architectural courtyard
05 / Architecture of the shot — one court gesture expands into monumental space.
AI-assisted concept-development image of a fictional woman in a long cobalt dress standing beside a rose-coloured vintage car at dusk
06 / Cobalt transit — one restrained colour decision carries character, vehicle and hour.
AI-assisted concept-development image of a fictional woman in a cobalt dress beside a rose-coloured vintage car and fluorescent kiosk at dusk
07 / Cobalt portrait — the street image becomes poised rather than nostalgic.
AI-assisted concept-development image of a close cinematic portrait of a fictional woman athlete under blue and magenta night lighting
08 / Signal — a single ring of light converts effort into iconography.
AI-assisted concept-development image of a fictional independent music group gathered around a small studio DJ setup
09 / After the set — the creative community is shown as the engine, not decoration.
AI-assisted concept-development image of a fictional streetwear figure seated on a dense block of colourful folded textiles in a concrete interior
10 / Textile object — handwork collides with industrial retail minimalism.
AI-assisted concept-development image of two fictional women in green sportswear and handmade crochet layers seated in a domestic music-film setting
11 / Room frequency — crochet and sportswear form a character system.
AI-assisted concept-development image of two fictional women in coordinated green sportswear and sculptural crochet seated in a domestic room
12 / Twin signal — a second wardrobe state keeps the chapter coherent.
AI-assisted concept-development image of two fictional young men with early mobile phones standing beside CRT televisions and a public basketball court
13 / Low bandwidth — old media, public sport and mobile phones collapse two eras.
AI-assisted concept-development image of a fictional neighbourhood internet café where people gather around CRT televisions and football screens
14 / Internet café — an ordinary social space grounds the retro-future chapter.

World system

What holds the idea together.

  • 01Four distinct campaign chapters held by one colour script
  • 02Night-sport, street-portrait, flash-documentary and analogue-memory camera modes
  • 03Casting led by agency, community and lived specificity
  • 04Wardrobe collisions between technical sportswear, handwork and everyday dress
  • 05Location and production-design rules defined city by city
  • 06Fluent Arabic copywriting and typography review
  • 07Film, still, social cutdown and out-of-home framing
  • 08Music, crowd texture and sonic identity
  • 09Local release review before public distribution

Production-aware next step

How the concept could become a working brief.

Further development would choose one city and one cultural proposition per chapter, appoint a local creative producer and cultural researcher, cast through local partners, verify clothing and location references, commission all Arabic copy from a fluent writer and designer, clear trademarks and music, replace incidental generated signage, create a shot list and colour script, and test one chapter across a hero film, portrait suite, social cutdowns and a physical night activation before expanding the system.

Competencies evidenced

The senior value behind the images.

  • Culturally accountable creative direction
  • Cinematic campaign systems
  • Cross-channel sport, music and fashion storytelling
  • AI visual-development curation with human validation