VALENTINE'S DAY CAMPAIGN
For Akmerkez, one of the most prestigious and popular shopping institutions located on the European side of Istanbul (Etiler), I directed a massive, tech-driven Valentine's Day campaign. Brought to life by a team of just three people, this multidisciplinary project combined CGI, AR, interior design, and live performance, marking the first-ever interactive doodle exhibition in a Turkish shopping mall.
First-ever interactive doodle exhibition in a Turkish shopping mall.
First-ever interactive doodle exhibition in a Turkish shopping mall.
Disrupting Real Estate: CGI Interventions & Spatial Doodles
To extend the reach of the "Portraits of Love" exhibition beyond the physical walls of Akmerkez, we designed a high-impact digital campaign powered by CGI and spatial design. Based on the strategic brief, I developed two distinct doodle frameworks. The first was a series of dynamic, character-driven "doodle shopping bags" used for physical mall takeovers and environmental branding. The second was a bold, high-density pattern created specifically for large-scale CGI integration.
We captured architectural footage of the institution's iconic Etiler facade and interior spaces, wrapping the physical structure in a digital layer of Doodlism. These CGI interventions were then converted into cinematic social media assets, merging fine art with high-tech real estate disruption to blur the lines between reality and imagination.
To extend the reach of the "Portraits of Love" exhibition beyond the physical walls of Akmerkez, we designed a high-impact digital campaign powered by CGI and spatial design. Based on the strategic brief, I developed two distinct doodle frameworks. The first was a series of dynamic, character-driven "doodle shopping bags" used for physical mall takeovers and environmental branding. The second was a bold, high-density pattern created specifically for large-scale CGI integration.
We captured architectural footage of the institution's iconic Etiler facade and interior spaces, wrapping the physical structure in a digital layer of Doodlism. These CGI interventions were then converted into cinematic social media assets, merging fine art with high-tech real estate disruption to blur the lines between reality and imagination.
Ar Experience
To elevate the activation into a fully immersive journey, strategic QR codes were integrated throughout the institution. By scanning these codes, visitors activated an interactive AR layer on their phones, allowing them to witness a monumental, floating 3D white heart overhead and zoom in closely to discover the intricate stories hidden within the doodle lines.
Blurring the lines between physical touch and digital curiosity, we placed a custom-designed claw machine—"Hediyeni Yakala"—directly inside Akmerkez. Wrapped in the campaign’s core red line-art identity, the machine housed exclusive, high-density black-and-white doodle patterned heart packages
The Heart Machine &
AR Experience
By utilizing WebAR technology—allowing visitors to engage instantly through their smartphone cameras without downloading an app—this activation seamlessly merged physical space with the Doodlism universe. Scanning the QR codes triggered a monumental, 3D white heart floating dynamically beneath the mall’s ceiling right on the user's screen. Rather than a static model, this heart acted as a living canvas. As users zoomed in with their devices, they could explore the high-density black doodle lines, hidden characters, and intricate portraits of love on a micro-scale. Fine art broke free from traditional walls, turning into an interactive, personal journey of discovery.
Columns & Campaign Shopping Bags
To seamlessly weave the visual language of the "Portraits of Love" exhibition into the structural fabric of Akmerkez, we wrapped the prominent interior columns with custom doodle patterns designed specifically for the campaign duration. Complementing this spatial transformation was a series of custom-designed shopping bags, effectively turning a commercial asset into a walking canvas. Displayed and distributed throughout the entire campaign, these designs successfully integrated the raw energy of Doodlism into a living, breathing retail experience.
Digital Screen Takeovers:
Fluid Hearts
We transformed all digital advertising screens throughout Akmerkez into dynamic canvases that came alive during commercial transitions. To mirror the raw spirit of the Valentine's Day campaign, we animated custom doodle hearts using our signature philosophy of continuous, uninterrupted lines. Distributed across the entire institution, these moving digital interventions turned routine advertising breaks into moments of artistic pause, seamlessly engaging visitors within the space.
Collective Activation:
The Monumental White Heart Sculpture
We brought the core ethos of Doodlism into the physical dimension by placing a massive, pristine white heart sculpture right in the center of the mall. Driven by the philosophy that "there is no right or wrong in a doodle," we invited hundreds of visitors to pick up markers and paint this giant 3D structure together in a completely spontaneous, raw, and unplanned flow. Turning a static sculpture into a vibrant, living piece of community performance, this live interaction captured the ultimate, unfiltered energy of the entire campaign.
CASE STUDY:
PORTRAITS OF LOVE X AKMERKEZ
Phygital Valentine's Day Takeover & The First Interactive Doodle Exhibition
PROJECT RESULTS & HIGHLIGHTS
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The Pioneer: The first-ever interactive doodle exhibition held inside a Turkish shopping mall.
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Viral Reach: Generated 500,000+ total views on Instagram.
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Engagement Boost: Increased the brand’s official account engagement rate by 4%.
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Agile Production: Directed and executed from scratch by a core team of just 2 people.
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Tech Integration: Blended street art with cutting-edge CGI, WebAR, 3D Animation, and Spatial Design.
Executive Summary
For Akmerkez, one of Istanbul's most prestigious landmarks, we directed and executed "Portraits of Love"—a tech-driven, site-specific Valentine's Day takeover that seamlessly bridged fine art with commercial real estate. Brought to life by an agile core team of just two people, this multidisciplinary project integrated CGI, AR, interior design, and live performance, marking the first-ever interactive doodle exhibition in a Turkish shopping mall.
Creative Strategy & Design Process
Driven by the strategic brief, we created a distinct dual-pattern visual identity rooted in the philosophy of Doodlism:
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Core Pattern (Spatial Branding): A high-density, red line-art pattern utilized for comprehensive environmental graphics, monumental interior columns, and the exterior design of the interactive "Hediyeni Yakala" claw machine.
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Secondary Pattern (Digital Flow): Transformed into a fluid doodle heart, acting as the structural blueprint for all digital installations and technological layers.
CGI Architecture & Production
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The Tetris Facade: We captured cinematic architectural footage of the institution's exterior and integrated bold, monochromatic doodle animations dropping down in a synchronized, Tetris-like spatial sequence.
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Floating CGI Elements: Custom CGI heart balloons and laughing daisies broke through physical boundaries, floating dynamically across the Etiler skyline with intricate black doodle lines dancing across their surfaces.
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3D Character Animation: Hand-drawn doodle characters were extracted from the canvas, modeled in 3D, and transformed into high-impact social media video assets.
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Digital Screen Takeovers: Ambient digital displays inside the mall were mapped with custom animated doodle hearts, turning commercial ad breaks into artistic pauses.
Interactive WebAR Exhibition
Breaking the boundaries of traditional art spaces, the exhibition reimagined the complex stories of 22 iconic couples from art history (such as Frida Kahlo & Diego Rivera, Picasso & Dora Maar). Utilizing strategic QR codes, visitors triggered an immersive WebAR layer through their smartphone cameras. This allowed them to witness a monumental, floating 3D heart overhead and zoom in on a micro-scale to explore the storytelling hidden within the continuous lines.
Collective Activation (Live Performance)
We brought the unfiltered ethos of Doodlism to the community by placing a monumental, pristine white heart sculpture in the center of the space. Driven by the rule that "there is no right or wrong," hundreds of visitors picked up markers to paint the 3D structure together in an organic, unplanned flow, transforming it into a living piece of community art.