OOKA Pro Launch Campaign

When OOKA Pro launched, it wasn’t just an upgrade. It was a complete shift in the way people experience shisha in premium spaces. Our challenge was to reposition OOKA Pro as the high-end choice for lounges, beach clubs, rooftops, and maracas, while moving away from the casual image of the original OOKA device that had been used in similar venues the year before.

The brief
We were tasked with transforming the perception of OOKA by highlighting the superior quality, design, and extended session time of the new Pro model. This wasn’t about introducing a new product. It was about crafting a story that captured the elevated vibe OOKA Pro brings to curated social settings.

Creative approach
We focused on lifestyle-driven storytelling. Every visual element was built around the idea of luxury and atmosphere. From sun-drenched lounges to candle-lit rooftops, we created scenes where OOKA Pro felt like a natural extension of the setting. The look was modern and cinematic, but always warm and inviting.

My role
As Senior Art Director, I led the creative direction and visual development from start to finish. This included location scouting, casting, lighting direction, and setting the tone across stills and motion. The goal was to ensure that every touchpoint reflected the upgraded feel of the Pro device. I also was the cinematographer on this shoot.

The result
The campaign successfully redefined OOKA Pro as a premium experience, not just a product. It gave the brand a new presence in high-end venues and helped shift public perception to match the ambition behind the innovation.