WAKE UP BEAUTIFUL

A small brand reimagined as a luxury phenomenon.

Lorem Ipsum — Arash Giani, YEGI PMU Social Campaign & Ad Series, 2024. Concept, art direction, photography treatment, and video story design.

Arash Giani, YEGI PMU TikTok Commercials, 2024. Concept, art direction, photography treatment, and video story design.

PRELUDE — THE CHAOS

Yegi had no brand, no website, no social media presence — just skill and a chair. The challenge was to turn that chair into a throne. We built her entire digital identity from scratch: tone, typography, palette, and presence. The strategy? Treat beauty like luxury technology.

ACT I — THE DESIGN

“Wake Up Beautiful” wasn’t just a tagline — it was a promise engineered into pixels. We built a visual system of high-contrast photography, cinematic lighting, and restrained typography. Everything was designed to feel expensive but effortless. Black, white, gold, and glow — the visual language of transformation.

ACT II — THE STRATEGY

Each story post was a micro–commercial: short, sensual, algorithm-friendly. The campaign positioned YEGI not as a local technician, but as a beauty architect. We used real client shots treated like magazine editorials — proof that ordinary people could look cinematic too.

ACT III — THE OUTCOME

Within three months, her TikTok engagement exploded. Clients flooded DMs. Bookings hit capacity. By the fourth month, she messaged:

Stop posting. I can’t take any more clients.

The ultimate marketing paradox: success became the crisis. Booked till 2026. Marketing paused by popular demand.

Credits: Concept, art direction, photography, copy and typography by Arash Giani.

CATALOGUE NO. 006 / SIGNA ARCHIVE / OBSCURA FURNITURE SERIES / 2025