Midsummer Campaign
CRAFFT Mid-Summer Offers was a nationwide seasonal campaign created during the peak of the Iraqi summer. The campaign promoted selected cooling products through discounts and predetermined appliance gifts, targeting families and middle-income customers across Iraq.Instead of relying only on prices, the campaign connected the offer with a familiar need: escaping the summer heat without the cost and effort of travel.
Client
Crafft
OVERVIEW
CRAFFT Mid-Summer Offers was a nationwide seasonal campaign created during the peak of the Iraqi summer. The campaign promoted selected cooling products through discounts and predetermined appliance gifts, targeting families and middle-income customers across Iraq.Instead of relying only on prices, the campaign connected the offer with a familiar need: escaping the summer heat without the cost and effort of travel.
Objective
To increase sales and move selected cooling and home-appliance inventory while building a recognisable campaign system across Instagram, Facebook, distributors and showrooms.
Challenge
Seasonal appliance advertising is crowded with similar product-and-price promotions. The challenge was to make CRAFFT’s offer memorable without losing its practical sales message.
Solution
The campaign positioned the home as an everyday summer escape. A narrative film, beach-inspired identity and consistent product-plus-gift system brought the message to life: enjoy summer at home, every day.
Production Process
Original product photographs were used as references during AI image generation. The resulting compositions were manually refined in Photoshop to correct branding, improve product details and control the visual hierarchy.Narrative images were generated with Nano Banana 2, animated in Kling, and completed through motion design and editing in Premiere Pro and After Effects.The main challenges were maintaining character consistency, creating a recognisable Iraqi environment and producing believable vehicle movement.
A vertical story-format cut built for Instagram and TikTok, pacing the offers quickly for mobile viewers. Edited in Premiere Pro with motion graphics from After Effects.
Social Media Posts
A set of Instagram and Facebook posts for the campaign, built on one consistent visual identity and a fixed colour system across every placement.
Offers Recap Video
A closing recap of every seasonal offer. Product shots were photographed, cleaned up in Photoshop, then animated and assembled in Premiere Pro and After Effects.
