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The Journey
Born in Delhi, India, and grew up in Al Ain, UAE. I have been a part of two different worlds since the beginning. I worked in both countries and switched a few jobs in different fields, starting from call centers in Delhi to working in real estate in Dubai for a couple of years, until I finally landed where I belong, which is filmmaking. I moved to India, started as an assistant director in a production house in Delhi, and climbed my way to being an independent film director. It's been about 5 years since I have been in the industry.
Filmmaking & Niche
Since 2019, I have been directing digital videos and campaigns for brands and making a few passion projects at the same time.​ I started with directing long-format series of campaigns and eventually moved into making TV commercial-like capsules for brands. My expertise lies in designing and directing high-impact commercials and digital content for lifestyle, performance, and experience-driven brands focused on dynamic storytelling and immersive experiences."
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My creative practice is rooted in capturing movement, atmosphere, and the spirit of exploration—whether through lifestyle, travel, or performance-led narratives. I’m drawn to ideas that push beyond the ordinary and to brands that seek to tell stories with depth, energy, and intention. With a strong understanding of contemporary visual language and a natural instinct for experience-driven storytelling, I aim to create work that not only looks good but feels alive.
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Taste
I have a very peculiar taste when it comes to content. I like films with stronger stories that have an impact on the viewer. My recipe for creating brand content is to focus on writing scripts that have a message and can connect with a global audience. Apart from making it a creative idea, I tend to add logic and realism to my writing, which could be digested by any viewer across the world.​
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Personally, I believe that if a film can trigger an emotion in the audience, if it makes you happy, sad, or angry, "it's a good film." I follow this theory and try to generate a certain level of authenticity in my projects.
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Process
A vital aspect of my job is to think of creative ideas and bring them to life. The thought process behind my ideas is usually bounded by a 'message'. The 'message' is what a brand communicates to its audience. I create a story around it and design its impact on the viewer. I work like an architect when it comes to the process of filmmaking. I stick with the project from pre-production to post-production and lead it from paper to screen. My pre-production deck is based on a structure constituting the plot, vision, character arc, mood, treatment, look and storyboard of the film. Before the shoot, I conduct acting trainings for non-actors and discussions with actors about exploring the character and going into details about their traits, and then direct them on sets. In post-production, I create the stitch, sound, and color of the film with the editors, sound designers, and colorist.
FilmoGraphy
Whiteout | An Indie snowboarding film | 2023
Writer, Director, Colorist
Set in the second-coldest place in the world, Iftekhar, a 30 year-old engineer at the power plant in the small town of Drass, located in Kargil district of India, rides his snowboard to his office in heavy snowfall to fix a power outage in the town.
Commercial Capsules for Avon Cycles | 2022-24
Avon Acid | Dirty Ride | Writer, Director, Colorist
A young urban looking guy unveils his Avon cycle in his front yard. The bike is dirty and muddy. He washes the bike and rides it on muddy trails and makes it dirty again.
Avon Cyclux | A New Kind of Therapy | Writer, Director, Colorist
In the hills of Manali, a 24 year old boy closes his eyes while watching a guided meditative therapy on his TV and imagines riding his Avon mountain bike while the sounds of the therapist follows him to his path.
Avon Cyclelec | Co-Writer, Director, Colorist
A man in his mid-20s hops on his electric avon cycle to get to his offices. He rides through the city effortlessly, and having a good time.
Avon Edze | Co-Writer, Director, Colorist
A 24-year-old city girl who commutes everywhere by Avon cycle and practically lives her life around it.
Avon Edze Kids | Writer, Director
An 8-year-old boy who rides his Avon bike to get groceries for his mother and does not get off his bike for anything in the world.
Avon Acerro | Director, Colorist
A young, excited girl riding an avon cycle through the park. A fast-paced commercial.
Avon Junior | Writer, Director
A 9-year-old boy waits for his friend in the park to ride their bikes and go on a little adventure of their own.
Gym Commercial for Raw Crossfit | Campaign | Break Your own record | 2021
Break Your Own Record | Writer, Director, Colorist
A mother of a 7-year-old who breaks her own record and achieves her fitness goal in the cross-fit gym. She balances her time with family, comes to workout in the gym every day, and makes a new record with the help of her trainer.
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Long Format Series for Etsy | Campaign | Discover India with Etsy | 2020
A series about featuring some of the eminent art forms practiced by sellers on Etsy in the deepest parts of India, from the north to the south.
The Art of Kantha | Kolkata | Creator of RangamaatiIndia - | Director
Dipa is a designer by education, and she is quite passionate about culture, art & handicraft. Her enthusiasm towards reviving Kantha, which was originally made to reuse old clothes, led her to work towards uplifting the rural women of West Bengal.
The Art of Bidri | Bidar | Creator of NovelBidriCraft | Director
Shah Rashid Ahmed Quadri is a renowned Bidriware artisan whose skills have been recognized by the Government of India. As a kid, he was adamant to learn about the various techniques of Bidriware - the fusion craft, and today teaches many inquisitive apprentices.
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The Art of Chikankari | Uttar Pradesh | Creator of IndiaChikan | Co-Director
Jasveer of Etsy shop IndiaChikan is a designer by profession. Her love for fabric and the royal hand-work of Chikankari led her to become an entrepreneur. From the different stitches to the incredible history behind this handicraft, she knows it all!
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The Art of Uppada | Andhra Pradesh | Creator of Uppada Sarees | Director
Uppada handloom is a way of earning a livelihood for many. In the small beach town called Uppada, families gather around to discuss the many new colours and various patterns they can put together to re-introduce Uppada to modern women.
The Art of Tanjore | Tamil Nadu | Creator of TanjoreArtStudio | Director
For Swarna, Tanjore painting is not just an art, it’s her culture and belief. Her skills and contribution to reviving the traditional art form have been recognized by the Government of India; She is now a GI (Geographical Identification) certified artist.
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The Art of Bandhani | Gujarat | Creator of KutchJoVarso | Director
Relating to a family of handloom artists, Inshiya naturally inherited the love for handicrafts and everything handmade. Growing up in Kutch, which is the hub of handicrafts & handlooms, she takes pride in designing Bandhani - one of the oldest tie-dye techniques found worldwide.
The Art of Phulkari | Punjab | Creator of PhulkariHub | Co-Director
A girl from a small town seeks interest to learn a traditional handicraft - Phulkari. Today, she is well-known for her contribution to keep the handicraft alive. Recognized by the Government of Punjab, Dayawanti strongly believes that it’s in the best interest to practice handicraft even in this age of modernization.
