CHAABI PAYMENT - RAMADAN CAMPAIGN

This project was developed as part of a creative test for an agency. The objective was to propose a Ramadan campaign for Chaabi Payment, a payment solution designed for a wide range of professionals (retailers, artisans, SMEs, liberal professions and e‑commerce businesses). The focus of the brief was not only on execution, but on art direction, visual consistency and the ability to build a strong, adaptable creative system.

Creative Challenge

How can Chaabi Payment be expressed as:

• A universal payment solution.

• Both human and technological.

• While respecting the cultural codes and emotional tone of Ramadan.

First proposition

Concept

This direction focuses on the emotional side of payment. The goal was to show Chaabi Payment as a reassuring partner that brings calm and confidence to professionals in their daily activities, especially during a meaningful period such as Ramadan.

Visual Style

• Human presence treated through archetypes rather than stereotypes.

• Relaxed, confident postures and natural expressions.

• Warm color palette inspired by Ramadan evenings.

• Soft lighting and clean compositions.

• Subtle integration of Ramadan symbols (moon, fanous), without decorative overload.

SECOND PROPOSITION

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