My Embrace, Tata Zoya
Campaign & Art Direction
Spring Marketing Capital, Mumbai
2022
Managing a campaign with a high-profile actress came with its own challenges: strict schedules, delayed appearances, little room for flexibility, and the reality of navigating performances that did not always match public reputation.
A big part of the project was being adaptive to shifting paradigms. We had to make sure the jewellery was always the hero of the visuals while keeping the story consistent. That meant reframing shots, adjusting storyboards, and constantly finding a balance between the brand’s vision and what was actually possible on set.
I art directed and led the product-based shoot, working closely with the team to bring the campaign images together. It pushed me to translate ideas clearly, communicate effectively, and keep everyone aligned—even when perspectives clashed. In the end, that collaboration proved to be the most rewarding factor for the process.