ARI TANEM
A country’s worth of content, built to sell an experience instead of a thing.
A country’s worth of content, built to sell an experience instead of a thing.
Ari Tanem means come, let me show you. It’s an Armenian brand that sells experiences as gifts — a physical box, a voucher, a QR code, and a platform where the recipient chooses what they actually want to do. Paragliding over a canyon. Wine in Areni. A balloon at sunrise.
Beautiful idea, two hard problems. Nobody understood the mechanic — is it a box, a voucher, a booking? And an experience is harder to sell than an object, because you can’t photograph the thing you’re buying.
I built the library as a funnel, not a highlight reel. Twelve concepts, mapped across four jobs — because a library that only builds desire is a mood board, and one that only explains is a manual.
The philosophy pieces that make someone want this before they know what it is.
Content that makes people curious about what is actually on the platform.
The cinematic hero work — the answer to what is this brand, without a word of explanation.
The videos that answer how does this actually work, and close the sale.
Then I shot it — north to south across Armenia: Yerevan, Gyumri, Lake Sevan, Jermuk, Kapan, Meghri. Local people as the heroes of the stories, not just me.
That’s a storytelling problem. It’s the one I’m best at.