Zita Marketing - Art Director - 2017

At Zita Marketing, we collaborated under the Princess Taghrid Institute (PTI) on Amman Design Week exhibition “Pure Felt of Jordan”, a project led by Swiss artist Dianne Schepers. In my role as the Art Director, I was responsible for the creative execution, including designing all visuals, digital and print materials, advertising assets, as well as documenting and photographing the journey and the final result.

The project, carried artistic, cultural and social dimensions. It showcased the durability of Felt in craftsmanship cultural through 16 colorful large-scale art pieces along with a monumental installation “Shams,” co-created with women from western Jordan Valley, "Ghor Faeh-fa". 

Beyond aesthetics, the Art told a deeper story of purpose, craft and empowerment, creating sustainable income opportunities while reintroducing hand-felted wool as a material of cultural and artistic value.