Privilee — Fitness Content Direction

Privilee is a lifestyle membership platform offering access to hotels and fitness facilities across the UAE. As the brand expanded into fitness, it required a new content direction that felt credible within the local fitness community while still aligning with the wider brand.

I led the creative direction for Privilee’s fitness content, defining a visual approach that was raw, energetic and authentic — moving away from polished hotel imagery to create content that felt sweaty, real and performance-led. This shift was essential for the brand to be taken seriously within the fitness space and to resonate with a more engaged, active audience.

Working in partnership with Liquorice Productions, we photographed and filmed fitness partners across the UAE, creating lifestyle and facility content for social media, campaigns, launches and in-app use. My role focused on directing production and ensuring the content balanced realism with brand consistency across all touchpoints.

Deliverables

• Fitness-focused photography & video content
• Creative direction & production oversight
• Content for app, social media, campaigns & launches.