Direction
Properties directed as places rather than inventory. Both sets were mapped before anyone arrived on site — one estate across the hours of a day, one house across the arc of a guest.
Ch. 01 · Location Direction · Equestrian Estate
The Working Estate
Portugal · Cavago · Art & Location Direction
A working yard is not a destination. It becomes one when someone decides what it looks like at every hour of the day.
Objective
Partner venues arrive on the platform as facilities: stables, an arena, a house with rooms. The campaign enhances the guest riders’ vision, where they picture themselves inside a full day’s stay at the facility.
The direction treated the estate as a single property with a full guest arc — the weather, the activity and the mood. One location supplies an entire content system rather than a set of listing photographs.
The reframe: shoot the hours, not the amenities.
Production Scope
- Locations
- 1 estate, 9 setups
- Time bands
- Dawn fog · Day · Dusk · Night
- Coverage
- Riding · Instruction · Wine · Games room · Stables
- Output
- Full-property asset library — social, email, listing, partner co-marketing
Tack room. Warm light, worn leather, brass. The texture beat — proof the place is used, not staged.
Wine poured. The second reason to stay, introduced as an act rather than a menu line.
The tasting table.
Games room, wide. Establishes the evening as a room you can walk into.
Games room, detail.
Night. Wall lighting, terrace, the last of the sky. Closes the day on the same building that opened it in fog.
The Creative Spine
01Tension
Partner venues photograph as inventory. Every yard looks like every other yard, and rate resistance follows.
02Reframe
Do not sell the facility. Sell the hours. A guest is choosing a day, and a day has weather, texture, activity and an evening.
03System
One estate covered across four time bands and five activity types, so a single production yields listing, social, email and partner assets rather than one hero shot.
04Engine
Direction of a location photographer against a shot map built from the guest arc — arrival, working life, instruction, table, evening, night.
05Proof
A full-property library from one shoot. The venue gained a brand identity it did not have; the platform gained supply that photographs like a destination.
Art & Location Direction: Anam Mukri · Photography: Carolina Duarte · Commissioned by Cavago
Ch. 02 · Location Direction · Luxury Hotel
In Residence
United Kingdom · Cavago · Art & Location Direction
A day rendered end to end, so the guest can see herself inside it before she books.
Objective
The property offered a stable, a spa and a country house, and marketed all three separately.
Sequenced through a single guest across a single day, they become an itinerary which converts.
The reframe: cast one guest and follow her.
Production Scope
- Locations
- 1 estate, 7 frames across 5 touchpoints
- Journey
- Arrival · Room · Table · Spa · Saddle
- Casting
- Recurring house protagonist carried across partner venues
- Output
- Sequenced social, email and listing narrative
Through the arch. Shot from behind, so the viewer walks in beside her rather than watching her. Sets the point of view the rest of the day is seen from.
The window seat. Curtains, boots, morning light. The room as somewhere to be, not somewhere to sleep.
Breakfast, overhead. The only frame in the set that sells a moment rather than a space.
Restoration, mid-day. The pause between the table and the water — the beat most property sets skip.
The spa pool at dusk. Firelight on stone — the same water as the opening frame, twelve hours on.
The saddle. The reason she came, held to the end. The stable is the last thing the itinerary reaches, not the first thing it advertises.
The Creative Spine
01Tension
A property with a stable, a spa and a country house was marketing three amenities to three audiences and converting none of them fully.
02Reframe
Stop listing what the property has. Show one guest having all of it, in order, in a day.
03System
The same casting decision carried into other partner shoots, so the UK brands read as one continuous world.
04Engine
Shot map built as an itinerary: arrival, room, table, restoration, saddle. Every frame answers “and then what.”
05Proof
A sequenced narrative usable as a social carousel, an email flow and a listing gallery from a single day of production.
Art & Location Direction: Anam Mukri · Commissioned by Cavago
Performance
Paid and organic campaigns, reported against spend. Direction is the input; these are the numbers it returned.
BEHIND
THE LENS
WITH CAVAGO
Portugal · Spring 2025 & 2026 · Holidays with Cavago
This bold "hero" aesthetic redefined the tour's identity and successfully converted attention into bookings.
OBJECTIVE
To elevate our annual Portugal Photo Tour with American photographer Scott Trees, we needed a fresh visual direction. Through rigorous creative testing, we unlocked the perfect formula: a striking contrast of premium rider glamour and modern, neon typography.
CAMPAIGN ASSETS
CAMPAIGN METRICS
THE CREATIVE SPINE
THE SPIRIT
AND THE
SOIRÉE
Art Direction · Paid Media · Community Strategy
How do you scale an equestrian venue without adding new services?
You reinvent the experience.
OBJECTIVE
Using a community-driven travel system approach, we architected residency packages that unified existing training with milestone events. The result: elevated prestige, boosted average order value, and transformed a rustic facility into a premium, 24-hour revenue engine.
CAMPAIGN REEL
CAMPAIGN IMAGERY
