Bio




Conceptual Creative Campaign
Client: Miel Bakery (Speculative)
Role: Art Director 


Miel Bakery. 

In a city full of “artisan” cafés, real craft gets lost in the noise. Millennials pride themselves on spotting quality, the butter, the layers, the details... For them, craft is the ultimate show off.
By using sensory cues and playful language this campaign positions Miel as the bakery for connoisseurs.



Dictionary-style posters using playful language.


Crust textured billboard


Social media ASMR. Click to play.



Packaging stamped with Miel community comments.
“If doesn’t ruin my outfit, it’s not a good croissant”


Elevate Miel’s baking classes with a playful “Guess the Bakes” experience, where guests taste and guess exclusive event-only pastries. 
After the reveal, guests hear the story behind each dish, recreate it, and leave with a handcrafted cookbook of recipes from Shaheen Peerbhai.