ARI TANEM
A country’s worth of content, built to sell an experience instead of a thing.
What they came to me with
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.
How I did it
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.
Living through experiences
The philosophy pieces that make someone want this before they know what it is.
Experience discovery
Content that makes people curious about what is actually on the platform.
Premium brand film
The cinematic hero work — the answer to what is this brand, without a word of explanation.
Education & conversion
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.
What I delivered
Selling something people can’t hold?
That’s a storytelling problem. It’s the one I’m best at.