Creative direction, film and brand experiences for complex industries.
I make technical products easy to understand, and I deliver the work on dates that cannot move.
I started in film. From 2020 I worked on direction teams in Tamil television and cinema, from associate director on a daily Sun TV series to senior assistant director on a feature film: preparing scenes, scheduling, briefing the art department on sets with concepts and reference designs, running the floor on shooting days and following each film through post-production. Since 2024 I have brought that training to Dubai as creative director at Gravity Business Process, directing work for six industrial brands with a team of three to five designers, editors and production staff. Together we have delivered four exhibition programmes, including ADIPEC twice, and eight film projects, and built three interactive displays, one of which ran on the ADIPEC 2026 stand. The team also produces monthly LinkedIn campaigns.
Apart from FIAT, a personal film, everything shown here was made in my role at Gravity Business Process and is shown as a record of that role. The manufacturers named are represented by those brands; they were not my clients. Product claims that appear in the work are the brands' and manufacturers' own. Names and marks belong to their owners.
The content programme for the East Wind stand: a countdown, loops for four LED screen shapes, an interactive display and films cut during the show.
What these show: the stand as built. The product wall in the third photograph follows a reading from the field device to the control room, the same story the interactive display tells.
Five posts from the countdown. They show one layout held for the run, with a Dräger, MIMES or xShielder product inside the same East Wind frame each day.
An interactive 3D plant that lets a visitor follow one wireless reading from the sensor to the control room, in English and Arabic, with or without a salesperson beside it.
The display itself is running in this frame. Leave it alone and its tour starts; select English to try it.
This is a screen capture. On a wide computer screen, with motion playing, the display itself runs in this frame.
Three screens captured from the display. They show a whole-network view, the control room where every reading ends, and the two languages sharing one screen.
A written brief, rewritten when the direction changes. The field digitalization display has a specification dated 19 October 2026 and a working brief dated 21 October.
List what a visitor will ask at the stand, in their words. For the field digitalization display that list was written on the second day of the build.
The 3D scene and the interface are built as one page by AI coding agents, one numbered build at a time.
Builds are checked with automated touch runs and audited against the visitor questions. Findings go into the next build.
One file, a builder pack with a test sheet and checksums, and a staff pack with a presenter guide. The release note lists what was not tested.
A 64-second film showing what a rapid intervention vehicle is for: a compact fire truck built to reach an incident fast. Every scene is AI-generated.
Every item on a fire truck carries a tag, the truck counts its own kit, and the control room sees which trucks are ready. Four trucks and five hands-on situations. A working build in English, tested on the development machine. Screens from that build play here.
A booth film with English and Arabic titles, a 3458 × 1152 wall film for the wireless story, and six backlit lightboxes around the stand. Final files are dated 3 to 12 October 2026; the congress ran from 11 to 15 October.
A tower fire on a waterfront, and a rescue that arrives from the sea. The opening 33 seconds of an 84-second film shown on the East Wind stand's main screen at Intersec, Dubai. Every scene is AI-generated.
One of three fifteen-second films made for the launch of a phone case its maker rates for hazardous areas: a walk into the zone.
A 3D concept render for a showroom, made to settle walls, screens and product positions before a builder is briefed. A concept, not a photograph of a built room.
A war film in eight acts with two spoken words, written and produced by me. 6:07; the first 80 seconds play here. Made with Midjourney frames and Runway image-to-video.
Monthly LinkedIn campaigns for the brands. Across 2025 and 2026 the team produced 195 posts and 62 key visuals. The designers make the posts to my briefs; I set the direction for each brand.
Six posts from four brands. They show each brand in its own colour. Design by the team's designers, to my briefs.
The field digitalization display and the asset management build each have a written brief on file. The display's specification is dated 19 October 2026, the night its first prototype ran, with a working brief for the live build written on 21 October. The asset management brief is dated 26 October, the day that build began.
In November 2025 I wrote the role definitions for a graphic designer and a motion editor, both built around an AI-assisted workflow, and ran the hiring. The team is now three to five people.
One brand's June to August 2026 calendar assigns 48 posts by name: 25 to one designer, 20 to the other and three to me, each with a date, a format and notes on what the post must not imply.
On day two of ADIPEC 2026, with the show open, a new build of the stand display added the self-running tour. It was released with a checksum, a rollback step (keep the previous file on the PC until the new one has run) and a list of what had not been tested. A second build that day corrected the tour for screens that are not 16:9.
The day before ADIPEC opened, East Wind decided that every sensor in the field digitalization display should run on one wireless standard. Five sensors had no confirmed model on it, so their cards say "model to confirm" instead of naming one.
A display is not finished until someone else can run it. The field digitalization display was packaged as two packs: for the builder, the application, start files, a 23-point test sheet and checksums; for staff, a practice copy and a presenter guide.