April 4, 2024

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We talked to the art director of many of your favorite local campaigns, @jananoureldin.

As Jana put it, her style is entirely personal and intuitive, impossible to categorize and label.
With her curiosity and openness to inspiration, she has been able to curate a portfolio that strikes & evokes a medley of sensations.

Her process and unique take on the power of visuals to unlocking self-awareness & creativity will surely leave your brain replenished with inspiration.

 

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Jana, how do you think your background & upbringing have shaped your creative tendencies?

I was a very sensitive girl growing up, and I think I still kind of am. I remember specific moments from my childhood, especially with my family, and when I think about them I can still visualize them. All these memories fill me with so much passion that I use to fuel my creativity. My parents have always supported and sometimes questioned my style. I think they’re openness and curiosity has helped allow me to freely express myself and then sit and reflect, that really shaped my creativity.

 

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Define art direction on your own terms.

I think it’s all about curating a concept that is unique and authentic, and then applying it in a way that visually has a significant impact on you and others. It’s an expressive way of communicating big ideas that mirror the world around us, it takes a lot of reflection and curation.

 

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Why art direction?

To me, art direction is very convenient. I am an observer and I tend to be in my head most times. Art direction gives me a medium to express my avant-garde ideas, but also keeps me grounded and somehow refines my “3ashwa2a”.

 

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What is the biggest challenge in the role of an art director?

Procrastination.

I have so many ideas that I want to develop, yet I don’t always create when I am in desperate need to do so. It’s a challenge for me to get things done on time, because I get distracted by my many interests.

 

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What is usually your go-to medium to express your ideas and visions?

Definitely curating mood boards, both physical and virtual. I love scrolling through Tumblr and Pinterest, watching movies, and making playlists. Then I usually reflect on my favorite concepts in my journal in writing, and then on some rare occasions I sketch them out.

 

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What are 3 items that do not leave your bag?

An old IQOS device that i never use, my butterfly sequin pochette with all the little things that I need, and my compact mirror.

 

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What is a place in Cairo everyone should check out for inspiration?

Wust El Balad. Very typical, and you have probably been there, but I would recommend everyone to go late at night with good company. It is lively and overstimulating, which somewhat brings me peace, and space to zone out. My dad used to take me on strolls there when I was young, and I never understood what’s special about the place until I grew up. It’s drenched with stimulating ideas and inspirations, and you can find it in its small shops and people.

 

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Describe your style in 3 words.

Intuitive, Personal, and “3ashwa2i”

 

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My top 3 visual direction tips would be...

1. Observe your environment with presence and take notes. What has been the world presenting you the most recently? What attracts you the most in the things around you? Usually, our environment guides us and gives us endless inspiration, it allows us to navigate our creativity with authenticity.

2. Collect everything that resonates with you. Keep them physically or virtually. I really obsess over a concept every couple of weeks, and I need to collect any object that relates to it, and I find myself incorporating them in my creative projects.

3. Don’t be afraid to ask for help. There are so many times when I had ideas and concepts that were all over the place, and my friends and family helped me get my shit together.

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What is it that you would you tell teenage girls who struggle with self-esteem, especially at a time when online echo chambers and “aesthetics” are at a peak?

We all struggle with self-esteem issues at one point, and it is difficult to avoid in our comparable world. The only thing that helps me every time I don’t feel my best is to connect with myself spiritually and mentally. I sit alone, and figure out my own self, what I truly resonate with and makes me feel good. What I have figured out is that you can never find yourself in others, and that true authenticity feels like a high.

 

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List 3 things you love in this world.

I love my friends and family deeply. They are directly connected to the person I am, and have inspired everything that I do. I have a small circle of beautiful people who I am truly blessed to have around me. I am overwhelmingly thankful to be around individuals who are open minded, present, and down to explore the world with an open heart.

I love my room. I am most grounded when I am sitting on the floor eating a good meal, playing my bass, or playing one of my records.

I love my space. I think it’s my power that I can sometimes detach and reflect on everything around me. I tend to get overstimulated really fast, and so I need to recollect and recharge, so I can have an authentic approach towards the world and people around me.

 

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In your opinion, what makes a successful, differentiated local brand nowadays?

The local brands that attract me the most are the ones that shock me a little and spike my curiosity. Having an edge is really important, something that people haven’t seen before, but also connective and speaks to a lot of people. Just stop copying other people’s creations, find your own shit that you like, and eventually it will get you somewhere.