Desert Line
The only camel milk skincare on the market, staged on its own ground.
Scope
Art direction, set design, product photography, communication strategy for owned and paid channels.
Year: 2024
With: Liron Gulir, Marketing Strategy and Art Direction
Brief
Israeli skincare made with real camel milk. The only line of its kind on the global market.
A loyal audience, ageing with the brand. Leads slipping year on year.
The ask: a visual refresh for owned channels, sharp enough to bring a new audience in.
Challenge
Two gravities. A singular ingredient. Packaging showing its years.
Reach a new audience; keep the old one.
Read premium from the shelf up, honestly.
Process
The Negev made literal. Sets built from sand, stone and raw wood. Products staged as objects in a landscape; the origin story present in every frame.
Direct light. Long shadows. Natural fibre, grain, weight. Storytelling holding the frame; product carried inside it.
A parallel strategy for owned and paid channels: sequencing, seasonal cadence, a positioning built to carry the brand while the packaging caught up.
Result
A finished visual system. A launch plan. A repositioning ready to run.
The client chose not to deploy.
The work stands on its own: a proof of concept for a singular category, staged on the ground it came from.