Poonez
Campaign art direction for Poonez uses symbolic objects and deep green to frame classifieds as opportunities for Iranians abroad.
A classified ads platform for Iranians living abroad, with listings across housing, business and lifestyle services.
Express opportunities across different classified-listing categories through a shared campaign atmosphere and simple objects with recognisable associations.
Campaign art direction & key visuals
Campaign key visuals and visual direction for advertising applications.
An object can make a listing category feel more immediate. The direction connects categories through a shared green atmosphere, while the current stock references remain a visible limit of the presentation.
Design by Ali Komeili. Temporary licensed stock photography from Pexels sets the visual mood. It is not finished project artwork and can be replaced image by image in Studio.
What the work needed to connect
Express opportunities across different classified-listing categories through a shared campaign atmosphere and simple objects with recognisable associations.
Finding opportunity through familiar objects
Poonez connects Iranians abroad with housing, business and everyday services. The campaign turns listing discovery into a visual theme. Familiar objects introduce each opportunity without reproducing a full marketplace interface in the key visual.
Choosing a metaphor for each opportunity
Keys and binoculars introduce access and discovery before the category scenes. The stock mood references establish scale and atmosphere for image slots; they are kept distinct from final campaign artwork in the case study.
Objects that suggest the next step
Keys suggest access, while binoculars suggest something coming into view. These associations provide the campaign’s central vocabulary. Material, scale and framing give the objects emphasis while leaving space for a direct invitation to browse.
A shared atmosphere across categories
Deep green and warm metallic details connect the campaign scenes. Objects change with the listing category, while light and composition retain a common tone. This creates continuity across housing, mobility and lifestyle messages.
From visual metaphor to invitation
Each execution connects an object to a relevant listing category. The message gives the image a practical next step rather than leaving the metaphor unexplained. The case study presents art direction without claiming campaign performance.
Image slots prepared for replacement
The photographs currently shown are stock mood references for scale, colour and pacing. They are not the final Poonez campaign artwork. Each slot remains independently replaceable so the finished visuals can be added without rebuilding the presentation.
What I take from this direction
An object can make a listing category feel more immediate. The direction connects categories through a shared green atmosphere, while the current stock references remain a visible limit of the presentation.