Michelle TasicCreative direction & worldbuilding

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

New Frequency

A locally adaptable campaign anthology for night sport, movement, social space 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 visual modes: night sport, movement-led portraiture, social interiors and analogue-media memory. The chapters share a colour and camera grammar while leaving casting, language and place open to local authorship.

“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.
  • 05Visual research draws on contemporary regional fashion, sport, music and documentary photography; final production would develop original photography and commissioned local creative collaborations rather than reproduce individual reference imagery.

Narrative / design architecture

A sequence with consequence.

  1. 01Code / Local specificity before styling
  2. 02Chapter I / Court After Dark
  3. 03Chapter II / Breakpoint
  4. 04Chapter III / Rooms in Session
  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 woman in brand-neutral blue-and-cream sportswear holding a one-handed breakdance freeze in a geometric courtyard
05 / Breakpoint — movement, not monumental architecture, carries the frame.
AI-assisted concept-development image of a fictional group playing basketball beneath floodlights and mist on an outdoor night court
06 / Night scrimmage — a collective play replaces the solitary campaign pose.
AI-assisted concept-development image of five fictional women athletes in brand-neutral sportswear facing the camera in a magenta-and-cobalt studio
07 / Team signal — cobalt and magenta become a cast system, not a borrowed location trope.
AI-assisted concept-development image of a fictional figure standing at the threshold of a minimal white service space beside an unbranded washing machine
08 / White room — one figure and one service threshold reset the campaign rhythm.
AI-assisted concept-development image of a fictional group of women in conversation across a rug-lined room under cobalt and rose window light
09 / Room in session — conversation and memory replace the staged after-party.
AI-assisted concept-development image of a fictional young person playing an unbranded arcade machine under cobalt and magenta light
10 / Arcade signal — private concentration gives the analogue chapter a human scale.
AI-assisted concept-development image of two fictional young men with early mobile phones standing beside CRT televisions and a public basketball court
11 / 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
12 / Internet café — an ordinary social space grounds the retro-future chapter.
AI-assisted concept-development image of a fictional woman athlete in a black performance head covering under magenta-violet light
13 / Still frequency — a controlled portrait returns the campaign to individual focus.
AI-assisted concept-development image of two fictional young people beside a pink car outside a small grocery at blue hour
14 / City grocery — a neighbourhood threshold, found car colour and two-person pause close the anthology.

World system

What holds the idea together.

  • 01Four distinct campaign chapters held by one colour script
  • 02Night-sport, movement, observed-interior 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 prototypes with original photography, 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