> Link to MM Corporate website

The planet is on hold, so are our events...

However, we are actively working in content creation and online video production! If you'd like to know more, click on MM-corporate.com !

> Launching MM corporate for flawless events!

I've been working in #ArtDirection for many years and it does feature a lot of things, but my favorite have always been EVENTS, CONFERENCES, TRADE FAIRS... SO here am I specializing into it! Watch this video to know more & follow MM corporate on facebook & insta !

> Shooting in Cinque Terre

From one Jaune Catalogue to the other, I have been busy working on the vlog, and one exciting project you'll soon here about all launching in a few weeks. but today It's time to share the Summer 2019 JAUNE campaign, all shot in Italy, inspired by the beautiful mediterranean villages of Cinque Terre.

Watch the video to discover the beautiful footage and why we chose this destination:

>JAUNE fall winter behind the scenes

You've been wondering what happened since the last time I was here? Well... Fall happened! And with it the busy schedules, winter campaigns, shop windows... But it gives me nice things to share, like what we shot for JAUNE. 
Aviation and jet travel was the theme and we were lucky to shoot in two great locations: MEA training center & conference center, as well as Cedar Jet.
Watch the full video for more:

> Art Direction Behind the Scenes

You always ask what I do for a living; well, I create moods and stories for publications, events, fashion editorials and video shoots. Here's the latest one I directed for Kerkor Jewelry inspired by the Far East. Press play and enjoy!



My earrings are by Elsa O
My necklace is by Rouge Pasteque

> Lisbon Stories

Ever since I saw Lisbon Story by Wim Wenders I fell in love with this beautiful city! And each time I revisit, i find new places and spaces... Here are my favorite spots since I know a lot of you are choosing Portugal as a destination this summer!

As you see, we were lately for a JAUNE shooting so I'm happy to share part of the work here, done in Caparica:



Last but not least you can still win a trip to Lisbon with Jaune: Check out the details here.

> ALWAYS ROCK ON!

As part of my collaboration with Kerkor Jewelry and Imad Elkhoury this year, i worked on two projects:
The Spirit of Seasons launched at the Malt Gallery during Beirut Design Week, of which I will reveal to you a piece each month of the coming year...

And Rock On! Which was their annual Christmas celebration:

For this, inspired by Heavy Metal concerts and Rock festivals, we actually shot Elissar's hands many times with front and back lights;
front like a music stage and back to shine on the jewelry pieces... And we layered them altogether as you can see.

The best part of all this was the active participation of every guest in the event, from the youngest to the oldest, and from the most traditional to the craziest one (me?) (!) So cheers to the Lebanese people, you surely know how to party!!!

Our annual Christmas event

A post shared by Kerkor Jewelry (@kerkorjewelry) on Dec 15, 2017 at 4:23am PST

Painting the Roofs of Paris in JAUNE !

Thrilled to share with you our latest work for JAUNE, the Lebanese Men's Style brand!

"Les Toits de Paris" campaign was done as a guerilla-shooting in Paris and would not have been possible without the flexibility of the small (but GREAT) team: Jonathan Caillat as main model & producer, Imad El Khoury as photographer & videographer, myself as art director & film director, backed up of course by the JAUNE style & production team represented by their manager Joe Daher who was so cool he did not even mind ironing the outfits ;-)
Hats off also to Daniel Baradie as well who always does wonders with our rushes...

I leave you with my favorite images from the lookbook:

If you like the clothes, they are available in all JAUNE shops!

> Pool Beauty Essentials

Summer heat, beach parties, inflatable donuts (!)... here we are again!
As much as I love the SSF trinity (Sea, Sun, Fun not Sacred Saint Family;-), my skin though tanned, dries quickly, my hair looks awful with chlorine and mostly I can never put anything to enhance my look except waterproof mascara... Right? WRONG!
I had the chance to work on the latest issue of Samoa Tendances and now I'm the Pool Yodaaaaaa:

 Well yes Samoa have lots of pool friendly makeup and a huge palette of colors!

So here's what you do: 

1- You read the mag online here

2- You shop the looks online on Feel22 and you get them straight to your door in 24 hours

3- You get a super discount, simply by adding my code MAYAMETNIFEEL22 !

This Velvet Lips page above is actually my favorite; It really embodies what I always say about Art Direction: be it a huge conference, a fun event, or simply art direction on a photo shoot followed by a neatly designed page, if you're doing it right you get the same adrenaline rush...

Summer 17 Tendances marks our last collaboration this year with Samoa. You must have heard of the #Samoa40andFAB campaign, the blogger collabs, the fun online management with JoesBox... We really enjoyed this opportunity and look forward to new adventures.
Till then, stay cool while you're twisting' by the pool!
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> Behind the scenes of #Samoa40andFAB

This campaign has been so overwhelming, and with so many highlights that I don't know where to start!!

Samoa Cosmetics has been on the Lebanese market for 40 years! 

I discovered it when i was a kid in my mom's vanity, and was always amused by the image of the samoa woman, confident and cheeky at the same time... Then the years passed and somehow it was always part of the scenery, but in a more demure way.

Therefore i was more than excited when Samoa reached out to me for the #Samoa40andFAB campaign!

So i unleashed my glitter and sparkles and had fun all the way!!

Creating the image of the campaign and the whole set of packaging...

Collaborating with Joe for the online strategy, we sent 40 countdown gifts with a daily personalized message to beauty and fashion bloggers across the country, and i loved playing Mr Darcy !

We also added a Style page to the Samoa Website, where you can check the latest trends and how to match them with your makeup:

And the official campaign launch happened at Memory Lane, where we had even more fun than our guests:

The next surprise is a blogger collab for the holiday season, but I will not reveal it now: keep following Samoa's insta and fb for more. Also, make sure to share your favorite product with the #Samoa40andFAB hashtag for a chance to win the fabulous collector box or even the FAB PARIS TRIP!!

> JAUNE Pop Memories FW 2016-17 campaign

Here it is!!! Our latest work for the JAUNE campaign!

With huge thanks to Chasper Sarott, who welcomed us in his unique flat. It was a pleasure to shoot between those exclusive artworks...

And a round of applause also for Tarek Chemaly who collaborated with us on many levels this season; his pop collages were the perfect setting for the fall winter collection:

You can check the full catalogue here, or simply let yourself immerse in our mood with this short clip:



Cheers to the dream team: Imad, Joe, Tania, Ghina, Bechara, Carole, Gheith, Daniel... and myself, creative director ;-)


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> BERGERAC: a book, restaurant, a lifestyle...

As an art director, I rarely take book projects unless they really are different, and require more communication & art direction skills than actual editing and publishing expertise.
For example, a few years back I worked on a room service menu that looked like a ride through Beirut's street food spots.

And this year, I also took on an exciting project for Bergerac.

Now if you're a foodie, you probably know this little Sud-Ouest restaurant located in the heart of Achrafieh.
Serving mainly duck specialties and cuisine from the South West of France, Bergerac is more than a restaurant. It's a convivial place that you can enjoy with a laid back bunch of friends, and discover what they call the french paradox (yes french people don't get fat eating foie gras with wine! :)

And since we Beirutis need a lot of convincing to get out of our food patterns, I answered Marc's call and worked on the design of this cute menu-booklet, that is actually much more than that:

It is a full-fledge book that talks about the South-West region and traditions and why these appealed to Marc, how he met the Chef. The Chef's recipes and tips, along with a nutritionist explanation around the benefits of duck fat (yes!), a user-friendly wine guide, fun illustrations by Andrea Turvey whom I discovered from Jamie Oliver's magazine...

The project went beyond our initial ideas, and so, Antoine found it interesting and you can now get it from there as well!

But what i truly advise you to do, is go try Bergerac if you haven't already and don't miss their flamed canelé with rhum...

...Their hilarious karaoke mondays, and their friendly family who will make you feel home in no time!

Less is More JAUNE rebranding campaign

I know I always shared sneak peeks of my work before they went public but this time, given the ultra confidentiality i could not. I waited for the shops to open and the look book to be sent!
But now we can share it with the world:-)

As you know, Rectangle Jaune has been on the market for 28 years, strong with their high end quality DNA, they shifted to a smaller name, JAUNE, in order to reach more and go global.
To embrace their new design motto "Less is more", we decided to remove the pocket label and use only the yellow threads on the second button as signature:

Fun, right?
Also we brainstormed for weeks for the best concept to explain this uplifting and came up with these films, created by myself, directed by Ghassan Koteit and produced by The Filmhouse :



And this one starring Maya from Playing With Fashion:



In a nutshell, we are saying that while we are proud of our heritage, "change is the only constant"! So we simplified our approach to be more minimalist and enhance our essential qualities, which is in the current Zeitgeist...

Above a picture from the TRENDS wardrobe: new structures and patterns, with closer cuts.

On the blue background, a picture from the ICONS classic wardrobe.

And this last one is from the ACTIVE palette, with bold colors and nautical themes.

To celebrate the new branding and to present the collections into their perfect setting, BLEU design renovated our flagship boutiques. The elegant mix of rough wood and dark steel with bright yellow convey an atmosphere of boldness & warmth, portraying perfectly the style codes of the modern gentleman.

As you see, rebranding a landmark is not an easy step and it involves every possible aspect; for instance the website Jaune.me developed by ActiveWeb follows the same "Less is More" spirit:

Which is also conveyed in the publication:

This barely sums up the works did in every field to boost this launch, but more reports and posts are coming very soon so stay tuned! ~M

WASTE x Maya Metni limited edition bag collection

Just in time for the holidays! 
I am so proud to share the big news: 
I, along with 3 other designers, just finished a HAND-DRAWN capsule collection,  for one of my favorite brands: waste !






The other talented designers are MJ Ayoub, Souad Eid & Mirella Salamé. The bag itself is completely hand-sewn with used flex material & rubber. Slim and sleek, it can also fit a laptop. 



My collection of 20 unique bags will be launched Wednesday Dec 16 at the waste Pop Up shop in Saifi, here is the event page.

Now isn't that the coolest gift idea?