Project Overview: A series of art direction and photography projects, including editorial layouts and commercial print ads as imagined for FENTY BEAUTY, Hawwa Fashion, Kylie Cosmetics, Spindrift, and Reebok.
My Role: Concept Development, Creative Direction, Photography, Retouching, Print Design
Execution: I led the creation of high-impact visuals for each campaign, overseeing concept development through final design, and collaborated closely with makeup artists and models to bring the photoshoot vision to life.
FENTY BEAUTY
This concept reimagines Fenty Beauty’s Gloss Bomb Ice by creating an immersive world around a mystical Ice Princess—cool, untouchable, and unstoppable. Set against a backdrop of crystalline textures and winter light, the creative direction draws from frost, glass, and holographic elements to evoke a sense of mystery, power, and allure. The visual language—anchored by icy tones, iridescent surfaces, and sharp, refracted light—mirrors the gloss’s cooling sensation while embodying the bold, confident spirit of Fenty Beauty. Every detail was crafted to make the viewer feel both captivated and awed, as if encountering a force of nature in human form.
2 Page Layout.
2 Page Layout.
See full MOODBOARD
Creative Direction, Photography, Retouching, Design: Sanjida Ahmed
Model: Sydney Jenkins
MUA: Sarah Tweedy
REEBOK
This campaign celebrates the freedom of movement, spotlighting athletes, dancers, and fitness enthusiasts who embody agility, resilience, and joy. Inspired by the energy of real motion, the creative direction used dynamic posing, vibrant color gradients, and intentional blur techniques to capture the power and emotion behind every movement. The bold palette and layered lighting were chosen to amplify the feeling of momentum and vitality, aligning with Reebok’s spirit of perseverance and individuality.
Print Concepts for "Motion" campaign.
Print Concepts for "Motion" campaign.
See full MOODBOARD
Creative Direction, Photography, Retouching, Design: Sanjida Ahmed
Model: Jisa
MUA: Kathleen Gutierrez
HAWWA FASHION
This editorial brings Hawwa’s dark, feminine spirit to life. Set against the backdrop of an elite gathering, this concept follows a woman whose presence commands attention—and suspicion. Is she royalty, a spy, an assassin? The creative direction focused on dramatic lighting, sculptural fabric styling, and striking close-up compositions to heighten tension and allure. Inspired by the idea of a glimmer catching in the shadows, the visual treatment combined elegance with mystery, channeling the brand’s ethos of empowerment, rebellion, and irresistible charm. Every detail was designed to leave viewers wondering: who is she—and what is she about to do? It captures the essence of a woman who commands attention on her own terms, leaving a lasting impression long after she’s gone. 1 page layout.
See full MOODBOARD
Creative Direction, Photography, Retouching, Design: Sanjida Ahmed
Model: Sarah Lynne
MUA: Annette Bragas
KYLIE COSMETICS
Editorial concept for Kylie Cosmetics Cosmic perfume. This campaign captures the story of a city girl with big dreams—fashion-forward, hardworking, and ready to escape into her own fantasy. After a long day, she sinks into silk sheets and lets the scent of Cosmic carry her to another world. Inspired by ethereal essence, soft lighting, and celestial colors, the creative direction blends glamour and escapism, pairing product imagery that floats above misty reflections with a youthful, modern sense of luxury. Every element was designed to immerse the viewer in a world where ambition meets dreamscape.
Final retouched product shot repurposed for social media.
Final retouched product shot repurposed for social media.
See full MOODBOARD
Creative Direction, Photography, Retouching, Design: Sanjida Ahmed
SPINDRIFT SPARKLING WATER
This campaign channels the pure, unfiltered joy that comes with real refreshment. Capturing the playful spirit of Spindrift’s real fruit flavors, the creative direction leaned into a lively, retro-inspired aesthetic using hard flash, filmy textures, and bright color pops. Styling and color choices were purposefully drawn from the product’s vibrant palette—crisp blues and yellows—creating a seamless visual connection between the brand and the energy of the moment. Designed to feel spontaneous and health-conscious yet carefree, the imagery celebrates real ingredients, real moments, and real joy—because with Spindrift, what you see (and sip) is exactly what you get.
Creative Direction, Photography, Design, Copy: Sanjida Ahmed
Styling: Sanjida Ahmed
Model: Ashley Klinger
MUA: Jehnins Serrano
