Beyond, Tata Zoya
Campaign & Art Direction
Spring Marketing Capital, Mumbai
2022
The four-day shoot was designed to bring these stages to life. Initially planned as an on-location production in the Himalayas, the budget was cut and the vision had to be reimagined within the constraints of a studio in Madh Island, Bombay. This meant building the river world from scratch. We collaborated with artists to create harnesses, installations, light environments, soundscapes and projections—crafting an atmosphere that could carry the expansiveness of the river within four walls. The process demanded inventive solutions, translating limitation into opportunity.
Beyond the main campaign visuals, we also produced a craftsmanship-led video tailored for Zoya’s top clients, highlighting the making and detail behind each jewellery piece. This gave the campaign another layer of depth, connecting brand storytelling to the intimacy of process.
The project was also a lesson in balance. We were working with a very demanding, creatively challenged client, and much of our effort went into aligning their expectations with our vision for what the campaign could be. All of this had to be managed within an exceptionally tight timeline, while also upholding the precision and refinement that high-end luxury jewellery demands.
As my introduction to large-scale jewellery campaigns, beyond taught me the realities of the Indian advertising industry—fast, layered and high-pressure. It showed me how to keep a strong narrative intact even when the circumstances shift, and how design, at this scale, becomes not just visual storytelling but negotiation, invention, and collaboration across disciplines.