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Art Director · Editorial & Social Content

Ghazal Hosseini

Social-native Art Director based in Berlin , with 7+ years of experience leading creative direction for editorial and fashion content across digital platforms. Proven track record in conceptualising and executing visual campaigns — from mood board to final cut — with hands-on skills in self-shooting and video editing. Deep knowledge of contemporary fashion, social media trends, and editorial storytelling. Experienced collaborating with cross-functional teams including stylists, writers, editors, and marketing departments to deliver high-quality content that drives measurable engagement growth.

Art direction/Photography

The Brief

Sugar Time, a premium beauty studio in Berlin, wanted to build a stronger brand identity and connect with the right audience — focusing not on views, but on meaningful positioning and real customer acquisition.

The challenge was to communicate beauty and self-care in a way that felt distinctive, relevant and emotionally real.

My Role

Creative Director & Art Director

I led the project from concept to execution, including creative strategy, campaign concept, art direction, storytelling, content development and production.

The Concept

Nicht jede Frau erkennt, wie stark sie ist.
Not every woman realizes how strong she is.

The campaign was built around one simple truth:

Jede Frau kämpft jeden Tag.
Every woman fights every day.

By collaborating with a female BJJ fighter, I used physical combat as a metaphor for the visible and invisible battles women face every day — connecting strength with the importance of caring for the body that carries us through them.

Execution

I developed an episodic series of short-form Reels combining BJJ, beauty treatments and meaningful statements voiced by different women — turning one fighter’s story into a collective female voice.

The concept expanded into a four-week body-care challenge, using AI-assisted storytelling to tell the stories of women fighting their own everyday battles while naturally introducing Sugar Time’s treatments and their purpose.

The Result

Rather than chasing virality, the campaign focused on relevance over reach.

The campaign turned brand positioning into measurable business impact — attracting the right audience rather than chasing reach.

+30%
Customer Acquisition

+40%
Website & Instagram Engagement

More importantly, Sugar Time gained a distinctive brand territory where strength, femininity and self-care became part of the same story.

Freedom — Fashion Editorial. Art Direction · Concept Development · Photography The Brief: self-initiated editorial project exploring the theme of freedom and female autonomy through fashion. No client constraints — full creative control from concept to final image. My Role: Art Director, Photographer, Creative Lead. I developed the visual concept, selected and styled the cast (Romina, Bura, Shahrzad), scouted locations, and directed all sessions. The Concept: Freedom is not a destination — it's a posture. The series explores how clothing and the body communicate liberation without needing a caption. Soft natural light, minimal intervention, movement over stillness. Every frame was storyboarded before shooting. Execution: 3-day shoot across two locations. Cast directed with specific mood references drawn from a studio to the free area in the middle of nature. Post-production in Lightroom and Photoshop — deliberate grain and muted saturation to keep the rawness. The Result: a series of images. Used as a portfolio anchor across Berlin creative networks. Demonstrates conceptual Art Direction, cast direction, and editorial sequencing.

Art Direction · Concept Development · Photography
The Brief: self-initiated editorial project exploring the theme of freedom and female autonomy through fashion. No client constraints — full creative control from concept to final image.

My Role: Art Director, Photographer, Creative Lead. I developed the visual concept, selected and styled the cast (Romina, Bura, Shahrzad), scouted locations, and directed all sessions.

The Concept: Freedom is not a destination — it's a posture. The series explores how clothing and the body communicate liberation without needing a caption. Soft natural light, minimal intervention, movement over stillness. Every frame was storyboarded before shooting.

Execution: 3-day shoot across two locations. Cast directed with specific mood references drawn from a studio to the free area in the middle of nature. Post-production in Lightroom and Photoshop — deliberate grain and muted saturation to keep the rawness.

The Result: series of images. Used as a portfolio anchor across Berlin creative networks. Demonstrates conceptual Art Direction, cast direction, and editorial sequencing.

Brave— Conceptual Fashion Series

Art Direction · Conceptual · Social-First Formatting · 2022
The Brief: A personal project exploring vulnerability and courage through the female form. Designed from the start to work as both fine art editorial and social-optimised content.

My Role: Full creative ownership — Art Director, Photographer, Post-production. Also directed cast and styled the shoot.

The Concept: Brave is about the tension between exposure and protection. The styling deliberately subverts expectation — strong silhouettes, soft skin, direct eye contact. Shot to create images that work at full editorial scale and as cropped social assets.

Execution: Shot with deliberate social-format thinking: key frames composed for both 4:5 (Instagram feed) and 9:16 (Stories/Reels) crops. Sequence was art-directed to tell a progression — opening with tension, closing with resolution.

The Result: The series demonstrates social-first editorial thinking within a conceptual fashion context

Cameronzigzal — Brand Campaign

Art Direction · Commercial Photography · Campaign, year: 2021–2022
The Brief: Art Direct and photograph a full seasonal campaign for Cameronzigzal, a Tehran-based fashion brand. Deliverables: campaign imagery for e-commerce, editorial lookbook, and social media.

My Role: Art Director and Lead Photographer. Responsible for the entire creative direction — from initial concept presentation to the client, through shoot production, to final delivery.

The Concept: The brand's identity sits between street edge and refined tailoring. The campaign concept: 'Control in Motion' — each look shot to suggest arrested movement, as if the garment is caught mid-decision. Urban locations, directional light, minimal props.

Execution: Multi-day shoot. Directed models with specific reference sheets prepared in advance. Cross-department coordination: styling team, hair & makeup, location scouting. Post-production grading in Capture One and Photoshop.

The Result: Full campaign delivered across e-commerce, social and print. Part of a broader collaboration that ran 2021–2022 across multiple collections. Demonstrates client-facing Art Direction and cross-functional team leadership.

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