Digikala · A Smile Arrives Home
A Digikala campaign direction brings a delivery box, the brand smile and a red balloon into a simple visual story.
Iran’s leading online marketplace, presented through the launch campaign for its new brand slogan.
Give an emotional delivery message a compact visual vocabulary that can adapt from campaign images to outdoor and installation concepts.
Campaign concept, art direction, key visual development and outdoor adaptation.
Campaign key visuals, billboard system, transit lightboxes and BTL activation concept.
A small visual vocabulary gave the campaign room to expand. The box and smile connect the delivery moment to a human response; the larger applications remain presentation studies rather than performance evidence.
Visual concept and campaign art direction by Ali Komeili. Portfolio scenes were newly reconstructed from the original campaign references.
What the work needed to connect
Give an emotional delivery message a compact visual vocabulary that can adapt from campaign images to outdoor and installation concepts.
A delivery with an emotional cue
The campaign connects the delivery box to a moment of anticipation. Digikala’s smile and a red balloon provide the central visual cues. Their repetition gives the message a structure that can move across different scenes.
Reducing the message to three cues
The box, smile and balloon first establish the campaign vocabulary. Outdoor and installation studies increase their scale while keeping the arrangement recognisable, showing how the idea can change format without adding more symbols.
Giving people room in the image
A kraft box, a smile and a balloon form a compact visual vocabulary. Keeping these elements consistent leaves room for the people in each scene. The image carries the emotion without adding more graphic symbols.
A message at outdoor scale
The Shiraz outdoor mockups place the campaign within a continuous photographic scene. A red lockup groups the slogan and signature together. These are presentation applications, not evidence of a launched campaign or purchased media placement.
Adapting the idea for transit
The transit studies retain the same hierarchy at a closer viewing distance. Backlighting and reflections give the image a physical setting. The balloon remains a colour cue as the artwork moves into a different format.
The campaign as a physical object
The installation concepts place oversized boxes and red balloons in recognisable Shiraz settings. The objects extend the campaign beyond a flat image. These visualisations explore possible encounters rather than document installations built in public space.
Recognition from a compact vocabulary
Each installation study repeats the box, smile and balloon. The surroundings change while the object remains consistent. This allows the presentation to explore scale and setting without introducing a separate language for every location.
One idea across the campaign
The work connects delivery imagery, people and physical applications through the same set of cues. Its focus is the emotional framing of an arrival. No campaign reach, sales impact or audience response is claimed.
What I take from this direction
A small visual vocabulary gave the campaign room to expand. The box and smile connect the delivery moment to a human response; the larger applications remain presentation studies rather than performance evidence.