Hamda’s creative direction for CRYSTALS is a visionary blend of narrative-rich storytelling and cultural homage, where every frame is purposefully composed to evoke depth and meaning. She meticulously directs each shot — from the spatial composition to the silhouettes and styling — transforming campaigns into immersive visual experiences. Her work weaves together Qatar’s heritage, drawing on the elemental duality of desert and sea, grounding the brand in a sense of place while elevating it into a realm of ethereal modernity. Through careful choreography of outfits, environments, and mood, Hamda breathes soul into CRYSTALS’ imagery, ensuring that each campaign not only showcases fashion, but speaks — with resonance, memory, and identity.