Look Closer Qatar

Role: Primary Developer

Collaboration: Design, Project / account management

Project summary:

  • Primary developer on a global brand campaign microsite that spotlights four people as human anchors for the organization’s culture story (more editorial and experiential than a typical mission-site layout).
  • Scope evolution: what started as a single-page concept grew into a full WordPress theme strong enough to carry a multi-section experience without feeling like a bolted-on landing page.
  • Four markets / four languages: shipped localized experiences for the U.K., France, Korea, and Spain, using ACF-driven translation fields as a pragmatic fit for a small surface area (instead of a heavier enterprise i18n stack).
  • Custom video experience: built a custom video player around Vimeo-hosted files so the campaign could keep Vimeo’s delivery while matching brand-specific controls, layout, and motion (instead of dropping in a stock embed that fights the design).
  • Story-first UX: the interface is built around each person’s narrative, with animation-forward presentation and a visual tone that reads closer to art-directed editorial than standard corporate web patterns.
  • Agency context: built early in my tenure at the media agency; a high-craft project where design ambition and performance discipline had to stay in balance.

- Updated: May 1st, 2026 -

This build began as a tight, single-page idea for a culture-forward brand campaign, then expanded into a cohesive WordPress theme that could support a richer, more cinematic site without losing the original clarity. As the primary developer, I used ACF to manage localized copy and content variations across four regions (U.K., France, Korea, Spain), which stayed maintainable because the site remained relatively small in page count but high in bespoke layout and motion.

Video was central to the storytelling, so I implemented a custom player on top of Vimeo-hosted media: the goal was to preserve reliable streaming while delivering controls and presentation that felt native to the campaign (rather than a default embed that breaks the art direction). The experience overall is intentionally story-led: each featured person becomes a through-line, and the site’s structure, transitions, and modules exist to support narrative pacing. It’s animation-rich and aesthetic-first in a way that feels closer to campaign art direction than a conventional “mission + proof points” website—while still being WordPress underneath so the team could ship and iterate.