Her Becoming, Tata Zoya
Campaign & Art Direction
Spring Marketing Capital, Mumbai
2022
Each set carried its own colour theme and pattern, suspended from the ceiling like breathing fabric, creating immersive environments for the jewellery. We collaborated with a local artisan who crafted these kinetic, Ikat-inspired structures, each one symbolising a stage in a woman’s life, reflecting her challenges and triumphs through intricate forms.
Part of my role was to conceptualise ideas for how these installations could take shape, and to direct how certain details were executed on set, eventually to become campaign deliverables. The challenge lay in refining concepts into something tangible, given the weight, scale, and fragility of paper.
We also experimented with light and shadow, pushing the installations into a more atmospheric space. By the third campaign, the client had more conviction in us, which gave the team greater room to explore ambitious creative choices and expand the narrative. It was also possibly the most fun I had with this client, as the trust and freedom allowed us to play, experiment, and truly enjoy the process.