Projects

The Art of Consistency in Photography: Does It Really Matter to Consumers?

Case Study: 7-Eleven Malaysia

Timeline: March – July 2025

Photographer & Researcher: Khairi

Assistant / Gaffer / BTS Videographer: Hariz

MUA & BTS Photographer: Natasha


For my final semester under the Bachelor of Photomedia Creative, I undertook a comprehensive research project that combined academic insight with practical execution. The goal was to explore how brand consistency in photography influences consumer perception, trust, and brand recognition, focusing specifically on 7-Eleven Malaysia as a case study.


Role & Responsibilities:

I served as both the lead photographer and researcher, taking full ownership of the creative direction, production planning, photography, and post-production. I also led all research work, from developing the proposal and literature review to compiling insights gathered through photography trials and progress work checks.


The project was supported by a small but strong team:


  • Hariz assisted with lighting setups (gaffer), helped manage equipment, and recorded BTS video documentation throughout the process.
  • Natasha supported as a makeup artist and BTS photographer during selected shoots, helping ensure both the talent and visual consistency were maintained.


This project was a deep dive into the balance between creativity and branding. It taught me how essential consistency is in creating a strong brand identity, not only in theory but also in practice. By aligning visual language with brand values, I was able to create a cohesive photography set that reflected the trust, simplicity, and familiarity of 7-Eleven Malaysia.


The experience also helped sharpen my skills in creative direction, research writing, studio & location lighting, and client-style photography, all of which are essential for working in commercial and brand photography fields.


Slide Preparation

Miniature Art meets Malaysian Delights

Duration: March – July 2025

Role: Photographer / Visual Creator

This creative project merged miniature art with iconic Malaysian food culture, creating playful and imaginative visuals that bring everyday local delights to life on a tiny scale. The goal was to create a unique visual narrative that celebrates Malaysia’s rich culinary heritage through the lens of miniature storytelling.


Highlights:

  • Conceptualized and photographed scenes using miniature figurines interacting with Malaysian dishes.
  • Focused on detailed composition, color, and lighting to bring charm and realism to each image
  • Explored visual storytelling techniques that highlight the blend of culture, scale, and creativity
  • Applied studio lighting and prop design to achieve a consistent and polished visual style



This project allowed me to experiment creatively while refining my product styling, storytelling, and technical photography skills.


Slide Preparation

Fashion Photography

Duration: 23 October 2024 – 31 January 2025

Photographer: Khairi


As part of the Fashion Photography subject, I led two full-scale productions, managing everything from concept development to execution. Each project involved creative collaboration with a dedicated team of stylists, models, and assistants.

1. Beauty Photography - Pat McGrath Labs Inspired Makeup

This shoot was inspired by the bold and experimental makeup styles of Pat McGrath Labs, focusing on high-gloss textures, intense pigments, and editorial-level precision.


Team:

  • Gaffer: Hariz & Jabba
  • Assistant & BTS Photographer: Natasha
  • MUA: Nouris
  • Model: Shika (KICG Model)

 

 

 

Presentation Slide

2. Editorial Fashion - Pink Riverie

A moody editorial inspired by the fashion label Pink Riverie, with dark tones and soft pinks that complement the garment’s design. The shoot was styled to capture quiet strength and elegance.


Team:

  • Gaffer: Hariz
  • BTS Photographer & Hairstylist: Natasha
  • Stylist: Nazrin
  • Garments: Fariz
  • MUA: Mai
  • Model: Nina (KICG Model)

Slide Presentation

BTS Videographer at SST Studio

Location: SST Studio

Duration: July - October 2024

Role: BTS Videographer

During my internship at SST Studio, I worked closely with the creative team to document the behind-the-scenes process of commercial and fashion productions. My role focused on capturing authentic, candid moments that highlighted the energy, teamwork, and workflow on set.


Responsibilities:

  • Filmed and edited behind-the-scenes (BTS) content during studio and outdoor shoots
  • Captured setup moments, lighting arrangements, crew interactions, and creative processes
  • Produced short-form videos for social media, and internal documentation.
  • Assisted in basic lighting and camera prep when required
  • Collaborated with photographers, stylists, and directors to ensure smooth shooting flow


This experience gave me insight into the professional studio environment and helped sharpen my skills in project coverage, storytelling, and editing under fast-paced production schedules.


Test Shoot with Kazuya Hair Product

As part of an intern project, this photography explores two distinct setups for the Kazuya hair product brand. The first concept plays with clean, geometric shapes in an all-white setting, highlighting the product's modern, sleek design through minimalism and form.


The second setup contrasts this by placing the product against wood textures, bringing warmth and an organic touch to the visual narrative. Together, both compositions reflect the versatility of Kazuya balancing contemporary style with natural elements.


Slide Preparation

Advertising Photography

Duration: 19 March – 10 July 2024

Photographer: Khairi

Assistant: Hariz


Throughout the semester, I completed four photography projects focused on different advertising categories:


1. Product Photography - Yu Yee Oil

This shoot highlighted the comforting nature of Yu Yee Oil. Inspired by its name origin “ru3yi1” (meaning “as one wishes”), the product is shown floating to give a sense of relaxation. I surrounded it with peppermint and clove, its two main ingredients and used a red background to reflect its roots in traditional Chinese medicine.


2. Food Photography - Haribo Goldenbear

To celebrate Haribo’s iconic Goldenbear, I used their signature golden yellow as the main color, with a black background for contrast. Each bear casts a colorful shadow representing its fruit flavour, apple (green), orange, strawberry (red), pineapple (clear), and lemon (yellow) which highlighting both flavor and fun.


3. Service Photography - Lotus's

This project focused on promoting fresh produce at Lotus’s. I used their brand green for the background to reflect freshness and added soft yellow highlights for warmth. The composition left space for promotional text to be added during editing.


4. PSA Photography - Air Selangor (SDG 6: Clean Water & Sanitation)

This public service shoot raises awareness about water waste. The scene showed a person walking away from a leaking tap after ablution in a public space which highlighting how small careless actions can lead to bigger environmental consequences.

Slide Preparation

Documentary - Kampung Kuala Boh: Penerimaan Islam Suku Kaum Asli Semai

Subject: Video Production

Location: Kampung Kuala Boh, Cameron Highlands

Timeline: October 2023 – January 2024

Team Size: 6 (Director: Khairi / Director of Photography & Editor: Paan / Storyboard Artists: Neesa & Amirah / Scriptwriters: Najwa & Iman / Assistant & Gaffer: Wan)


As part of our Video Production subject, our group of six produced a documentary titled "Kampung Kuala Boh: Penerimaan Islam Suku Kaum Asli Semai". The film explores the cultural and religious acceptance of Islam among the Semai indigenous community, located in a remote village of over 400 residents in Cameron Highlands. The village is led by Tok Batin Maznan bin Nordin, whom we first met on 5th November 2023 to obtain filming permission.


I served as the Director, overseeing the project’s creative direction and on-ground execution from pre-production to post.


Key milestones include:

12 Oct 2023 – Assignment brief given

5 Nov 2023 – First village visit and permission from Tok Batin

27–30 Dec 2023 – Filming days

30 Jan 2024 – Final presentation


This project challenged us to engage deeply with real communities and develop a respectful, meaningful visual narrative rooted in cultural sensitivity and real-life storytelling.

Editorial Fashion Photography

As part of a Semester 3 degree project, I worked in a 3-person creative team to produce an editorial fashion photoshoot conducted on-location in Putrajaya. The project showcased a bold red look from the LEO Collection by @mode.miroljonit, in collaboration with @taguwaruwa.msia. I took on dual roles as the gaffer and photographer, where I was in charge of:


  • Responsible for preparing all equipment.
  • Setting up the lighting direction.
  • Ensured everything ran smoothly on set.


This outdoor shoot challenged us to creatively adapt lighting techniques while maintaining a strong visual aesthetic aligned with high-fashion editorials.


  • Location: Putrajaya
  • Role: Gaffer & Photographer
  • Team: Alim, Zack, and Khairi (me)
  • Garment: LEO Collection by @mode.miroljonit
  • Make-Up Artist: Mai / @looksofmai
  • Model: Joanna J / @officialjoannaj
  • Assisted by: Muiz