hadiedaaf
art direction, branding, animation, creative strategy & consultation
I'm David, an art director and designer focused on branding, animation, and visual storytelling for cultural and conscious brands. Welcome and feel free to scroll down
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art direction
art direction
Art Director (noun): A professional who oversees the visual aspects of a project, guiding design, layout, and overall aesthetic to ensure alignment with project goals. Art directors collaborate with creative teams across various industries, including advertising, publishing, and film.
art direction
Art direction is the heartbeat of a project. It breathes life into ideas, guiding every visual detail to create a unified experience. With strong art direction, engaging stories can captivate audiences and make brands memorable.
For the relaunch of Rituals’ perfume line, I art directed a campaign that imagined four fantastical worlds each inspired by the essence of a signature scent. The goal was to create immersive, emotional landscapes that felt like the origin of each fragrance.
From concept to execution, I led the creative direction across all visual assets in collaboration with Color C Studio. The campaign extended beyond digital, with custom in-store furniture and displays designed to showcase the world of each scent, creating a seamless experience across physical and digital touchpoints.
Rituals
client:
Rituals client:
tool used: photoshop, cinema 4d, octane, after effects
A fully CGI Christmas campaign designed to capture the magic and warmth of the holiday season. I developed the concept and led the art direction, creating a visual world around Rituals’ iconic Advent Calendar.
The project began during lockdown in 2020, when I single-handedly created the first campaign concept to keep the brand’s seasonal storytelling alive in a fully digital format. ‘21 & ‘22 Produced in collaboration with Lukkien, the result was a 360 campaign rolled out across all touchpoints, from social and web to motion and in-store.
Since then, it has become a recurring digital concept for Rituals, evolving each year while building on the original creative foundation.
Rituals
client:
Rituals client:
tool used: photography, photoshop, after effects
The challenge: create a timeless, iconic sale concept that could be reused and adapted year after year. I developed and art directed a flexible visual system built around Rituals’ distinctive product silhouettes and a bold, attention-grabbing red.
To give it a unique and elevated feel, we produced a physical photoshoot shot underwater, capturing natural motion and atmosphere while maintaining the brand’s elegance. I transformed the assets into dynamic content through clever use of layered video elements, allowing motion to be added or adjusted with ease.
Designed for full color flexibility, the system adapts to different seasons and promotions while retaining a strong, recognizable identity. First launched several years ago, this concept is still actively in use across multiple touchpoints.
Rituals
client:
Rituals client:
tools used: photoshop, cinema 4d, octane, after effects, maya, v-ray
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branding & identity
branding & identity
Branding (noun): The process of creating a distinct identity for a product, service, or company through the use of design, messaging, and marketing strategies to establish recognition and loyalty among consumers.
Corporate Identity (noun): The visual elements and overall image of a corporation, including logos, color schemes, typography, and design standards, that represent the company’s brand and values to create a cohesive and recognizable presence in the marketplace.
branding & identity
The goal is to blend strategy with creativity, crafting visuals and messaging that make a lasting impact.
tool used: photoshop, illustrator
The request was simple: create a brand that reflects clarity, balance, and thoughtful living. B-36 is a lifestyle brand focused on simplifying life through shared knowledge.
To match this philosophy, I designed a minimal and elegant logo, clean lines, refined spacing, and a calm visual tone. The result is a quiet but confident identity that leaves space for meaning.
B thirty six
client:
B thirty six client:
The idea: build a visual identity for a charity platform that automatically distributes donations across multiple causes. The tone needed to feel trustworthy, modern, and simple.
I created a clean, bold logo, that reflects simplicity and transparency, subtle balance, negatie space and a colourful digital feel. The result is a brand that supports its mission without getting in the way of it.
Share My Share
client:
Share My Share client:
tool used: photoshop, illustrator
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Animation (noun): The process of creating moving images through the manipulation of illustrations, graphics, or digital models, often used in films, video games, and online content to convey stories or ideas.
Design (noun): The art or process of planning and creating visual elements, including layout, color, typography, and imagery, to effectively communicate a message or achieve a specific purpose in various mediums, such as print, digital, or product design.
animation & design
animation & design
I bring ideas to life through animation and design.
With a mix of motion, 3D rendering, and graphic design, I create visuals that tell compelling stories and hold attention. Whether it's a bold animation or a refined visual, I craft everything myself — with precision, personality, and a focus on making your vision unforgettable.
animation & design
tool used: photoshop, cinema 4d, octane, after effects
Rituals - Perfume Genie assets
Santé - music event
juice - music event
studio drift - Materialism artwork visualisations
studio drift - digital art prototypes
Zorba - DJ mask, visuals & identity
our previous clients
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our previous clients -
Rituals
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Studio Drift
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Maritiem Museum Rotterdam
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DJ La$$a
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Studio Parade
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DJ Zorba
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Rituals - Studio Drift - Maritiem Museum Rotterdam - DJ La$$a - Studio Parade - DJ Zorba -
Tommy Advice
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Bruynzeel
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Brandkuip
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Unibail Rodamco
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Deloitte
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Tommy Advice - Bruynzeel - Brandkuip - Unibail Rodamco - Deloitte -
get in touch.
davidhermans@live.nl
+31 6 45730606
Amsterdam
The Netherlands