MALAK AYMAN

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THE MUD CLUB:
CELEBRATING 30 YEARS OF MUD AUSTRALIA

MAR 2025 — APR 2025

To mark Mud Australia's 30th anniversary and growing presence in London, we created Mud Club — a concept-led campaign that reframed the brand’s ceramics as vessels for connection, storytelling and community.

The launch centred around A Seat at the Table, an immersive event inviting guests to co-create a five metre illustrated tablecloth celebrating cultural diversity. This collective artwork was later prepared for exhibition during London Craft Week and reproduced as a limited edition product to support the First Nations Foundation.

Alongside the event, we produced All That’s Missing; a short film using absence as metaphor. A beautifully styled table appeared incomplete, with hand drawn illustrations replacing food and ceramics. The final invitation read All That’s Missing Is You, inviting audiences to join and complete the picture.

The campaign extended across in-store activations, social media, packaging and long-form content, envisioning the Mud Club as an ongoing space for creative exchange.

TYPECommercial 
COLLABORATORSAndreas Philippou, Sanjana Suvrana, Peter Ajuchi, Chloé Nine Benicourt
ROLECreative Director, Art Director, Editor, Visual Researcher, Strategy Designer, Graphic Designer, Director Of Production, Set Designer, Poster Designer
CREDITSMud Australia, London College Of Communication, University Of The Arts London. 
CATEGORYArt Direction, Creative Direction, Film, Strategy, Graphic Design, Set Design, Poster Design, Spatial Design
COPYRIGHTSMalak Ayman Hossny, Andreas Philippou, Sanjana Suvrana, Peter Ajuchi, Chloé Nine Benicourt, Mud Austrailia 

“All That’s Missing” Campaign.



“ A TABLE ISN’T COMPLETE UNTIL IT’S SHARED” 
Behind the scenes of Campaign set design featuring Mud Australia’s Porcelain Dinnerware.





Proposed designs of instore installation using our communal tablecloth at Mud’s Marylebone store.





Activation Event Poster Design.
© Malak Ayman Hossny 2025