Karl.Worksツ
Design and Direction
Design and Direction
Hakkasan
— Post-Covid Relaunch
Client: Hakkasan
Scope: Art direction, Motion, Edit
The Challenge
As Hakkasan prepared to reopen its doors post-Covid, the brief was to reignite a sense of awe and intrigue through a series of social ads. Filming presented its own set of challenges, with strict social distancing measures still in place. The creative goal: to produce visually striking, themed content that reintroduced the brand with elegance and edge.
The Response
I directed and edited a series of cinematic social ads, each with a unique visual theme — Film Noir, Anime, and Magical Realism — crafted to evoke emotion and allure. Each piece was designed for social-first consumption, drawing audiences back in with atmosphere, storytelling, and just the right amount of mystery. Despite production constraints, the end result was a striking, modern relaunch for a legendary brand.