PROJECT 1 of 2
Brand: Casatlantic
Role: Writing, Direction, Editor, Client Partner
Date: 2025

“Young Bourdain” Film + Ad
Casatlantic’s year-round staples (white oxford shirt, navy trousers) were being overshadowed by their seasonal drops, underperforming despite being core to the brand’s identity. As an early-stage brand with a growing heritage story, they needed creative storytelling that built emotional equity, not just product visibility.

(Close)

Objective
Create a social-first film that subtly elevates the brand’s foundational pieces and improves product performance without relying on overt product-focused marketing.

Role

Brand & Creative Strategy
Concept Development
Writing & Directing
Editing & Post-Production
360 Production Management
Social Cutdowns for paid + organic

Insight
Consumers were responding to Casatlantic’s heritage and tone, but not yet seeing the timeless staples as desirable pieces on their own. What they needed wasn’t more product shots, but a feeling, a mood, and a world to belong to.

Concept
“Young Bourdain” is a slow, atmospheric, black-and-white portrait inspired by a photo of young Anthony Bourdain. A crisp, almost meditative film that honors classic tailoring through tone, texture, and restraint, while leaning into the “chefcore” world that influences & attracts so many within fashion/culture.

Execution

Social-first 60s hero film + 30s cutdown for ads
Black-and-white visual language to elevate timeless basics
Slow, deliberate pacing with subtle ASMR elements
Music selection + editorial rhythm that pushed Casatlantic’s aesthetic forward
Balanced heritage cues with stylistic experimentation to “seed” future brand evolution

(Close)

PROJECT 2 of 2
Role: Writer, Director, Editor
Date: 2024

“2 Generations, 1 Rhythm” - Brand Films + Accessories Ad
Casatlantic’s content had become visually repetitive and didn’t reflect the brand’s cultural depth or global menswear influence.

Objective
Develop a set of cinematic, world-building films that expanded the brand’s visual language and gave them versatile storytelling assets within a tight 4-week turnaround and modest budget.

Role
Led concept development, production, directing, editing, and client communication to deliver a meaningful creative shift single-handedly.

Insight
To grow beyond niche appeal, Casatlantic needed atmosphere, character, and cultural storytelling, not just product content.

Idea
A four-part series of 30–60s films, each representing a different persona within Casatlantic’s universe, designed to stand alone yet connect as a larger narrative.

Execution
Produced four films, then pivoted mid-project after core products sold out early. Customers were already expressing frustration across social channels about seeing sold-out items promoted, so releasing staggered films would undermine brand trust.
To protect perception and avoid unnecessary friction, I consolidated the footage into a single brand film and created separate 15–20s accessory-focused ads that the brand could run safely.

Impact
Accessory ads ran for 1–2 months and became top performers, driving new customers, increased site traffic, and follower growth while strengthening Casatlantic’s broader brand world.

WATCH ALL FILMS HERE

Karam Saleh

NeighborhoodSportsClub, *Orijinal, ²Casatlantic, Paraboot, JOHN BLANK, ²Ghiaia Cashmere, ²Souq.Capital, Commvault, Drake’s DiaryxPresidio Post, Salomon CDMX

Neighborhood Sports Club, *Orijinal, ²Casatlantic , Paraboot, JOHN BLANK, ²Ghiaia Cashmere, ²Souq.Capital, Commvault, Drake’s DiaryxPresidio Post, Salomon CDMX