Look around, let’s open our eyes.
We’ll see a world full of differences.
Of long ones. And built to measure.
Thin at waist. And rich in spirits.
Foreseeing. And temperate.
Generous. And chary of words.
Meek. And faithful to the heart.
Yet, however different we are. And incomparable,
there is something that brings us all together.
Something that gives a good flavor, and a good scent to our lives.
It brings us all together – the flavor and the scent. Grand Kafa.

agency: DraftFCB Afirma
directed by: Karim Salim
creative direction: Bozidar Cvetkovic
DOP: Vladan Pavic
art direction: Karim Salim
copywrite: Bozidar Cvetkovic
production: Drasko Begovic
editing: Predrag Bogojevic
music: Nemanja Mosurovic
post-production: Spring Onion
voice: Dragan Nikolic
year: 2012

What started as an emotional text introduction from one of the DraftFCB Afirma’s presentations to the client (written by agency’s CD Bozidar Cvetkovic) turned into a concept of a TV commercial. I was asked to come up with an idea for a scene for each individual sentence, actually to convert words into pictures. Some of them were obvious, like “thin at waist” for example, but some required a little different approach, like “foreseeing” or “temperate”. However, the resulting storyboard (below) with an animatics was so convincing that client initially thought that the commercial was already produced, they were just wondering why the smoke from coffee didn’t wave. As somebody who initially visualized the whole video, I was asked to direct the commercial and supervise the process, including editing and post-production. Vladan Pavic was in charge as a Director of photography, and his elaborate approach greatly complemented the result. After 500 coffee cups that went through the selection process, 22 hours of continuous shooting in the studio and tens of liters of coffee prepared, we ended up with a commercial that we are very happy to present!

Initial storyboard

Billboard and Print Campaign

Discover Spice is an Indian company with a focus on culinary tourism, organizing gastronomical travels throughout India. Creating a logo for such a company was in a way similar to how a chef cooks a meal. Adding one ingredient after another, allowing them to mix and dissolve, creating a tasteful combination where each flavor is used to complement other, either by melting into it or contrasting it. The result is a steamy, colorful, fluid, fiery, sense touching masala in which one can trace different intertwining paths that all together form a shape that we might recognize as India.

WORK IN PROGRESS!

client: Discover Spice, India
creative direction/art direction: Karim Salim
art direction/design: Marina Knezevic, Karim Salim
year: 2012

A wall full of picture frames got a twist: a site visitor can move around and zoom in and out while exploring the tasty and delightful content. See the website at: www.coffeeroom.rs. Scroll down for website thumbnails.

client: HomeMade Company
creative direction/art direction: Dejan Bojovic
art direction/design/web development: Karim Salim
web programming: Karim Salim
year: 2012

“Creating Unique Spaces” as a company slogan was quite sufficient motivator for Bespoke Concepts’ website design. Complex Actionscript programming allowed this Flash site to become fully three-dimensional, creating a unique virtual space, where every movement sets the whole scenery into motion. See the website at: www.bespoke-concepts.com. Scroll down for website thumbnails.

client: MCTS, U.A.E.
creative direction/art direction: Karim Salim
art direction/design/web development: Karim Salim
web programming: Karim Salim
year: 2011

agency: Kreativa New Formula
client: Naturavita
creative direction / art direction / design: Karim Salim
illustration: Marina Knezevic
year: 2011

Best Belgrade’s cakes and ice creams deserve at least equally delightful web presentation. What seemed as an elegant, lighthearted and simple flash project, packed with beautiful images of all imaginable sweet temptations, turned out to be a challenging task for web development and programing. The animated Christmas greeting card was just an introduction to the following months of arduous work that finally brought us the web site: www.hmc.rs. Scroll down for web site thumbnails.

client: HomeMade Company
creative direction/art direction: Dejan Bojovic
art direction/design/web development: Karim Salim
web programming: Oliver Stankovic
year: 2011

client: Novimix / 100 Posto
creative direction / art direction / design: Karim Salim
illustration: Marina Knezevic
year: 2011

Canon EOS 450D with Tokina AF 11-16mm f/2.8 AT-X Pro DX, Canon EF-S 18-55mm f/3.5-5.6 IS, Canon EF 50mm f/1.8 II and Canon EF-S 55-250mm f/4-5.6 IS; Canon SX100 and Motorola Defy.

Canon EOS 450D with Tokina AF 11-16mm f/2.8 AT-X Pro DX, Canon EF-S 18-55mm f/3.5-5.6 IS, Canon EF 50mm f/1.8 II and Canon EF-S 55-250mm f/4-5.6 IS; Canon SX100 and Motorola Defy.