Maternity Campaign

Maternity Campaign was produced keeping in mind the new products line for the motherhood phase of an Indian woman by Zivame.com.

Understanding the theme, treatment, creative elements included, and overall execution was taken care of such as model selection, props sourcing, shoot production, shot direction to the photographer, image cropping guidelines to the editors.

GRAND LINGERIE FESTIVAL

Creative process

Visualization and brainstorming references. The idea was to create color blocked stunning shots that reflect bold colors, sass screaming SALE. Product colors selection. Lighting. Presentation with color block charting to showcase multiple combinations of those products against selected background with copy, font and everything that would finally become the "GLF".

Model selection was done based on desired expressions, skin tone and perfect fit.

Attention to tiny details during the shoot results in output showcased below.

The skincare Edit:

With launch of new skincare line that says Vegan, natural ingredients and light on skin, we came up with a very subtle yet summer daylight treatment on this one.

Dewey skin, daylight effect and product placement as the HERO.

KOKUM SHERBET

Eyelet/Schiffli technique in cotton giving a beachy summer feel. Perfect for the weather, this particular product was treated with a special theme called Kokum Sherbet defining comfort and style as one.

Desi Southern elements - banana bunch, bazaar tote, jasmine pods or better known as Malli poo and 'tokris' full of mesmerizing local flora.
Carefree yet bold body language.
Editorial approach on this one. See cotton go glamorous!!

Kidswear (Girl)

Keeping in mind the fun and agility of a growing tween girl, the expressions and body language was kept light and fun.

Creative process:

Debriefing & referencing
Props sourcing & creation (ex: cardboard flower, sun etc)
Constant direction to the model and photographer to always capture shots in line with Brand
language.
Guiding Editors for special cropping of images

Natural Collective

Creative Process

The core of this theme was based on the bamboo cotton fabric used that was superior quality, eco-friendly and a fresh take on the minimalistic design which was named - Natural Collective.

Inspired by an ordinary woman, within the settings of her home.
No retouching flabs, no removal of stretch marks. Celebrating the beauty of every woman's body just the way it is.
Surrounding the set with natural elements such as earthen pots, wood, banana plant, burnt sienna and beige background. Bare feet.
Light-shadow technique and playing around with proportion in order to create a surreal environment.
Use of silk organza in beige and sienna to show the smoothness, subtle sheen and gentle texture of the product on skin.
Careful selection of images and cropping that meets the guidelines and creative expectations.

Miss
Daisy

Bridal Trousseau

Heart Stopper

Creative process:

Understanding design brief - Bridal collection and laying out a plan based on campaign requirements.
Sourcing and location scouting.
Pre-production planning to make sure all deadlines are met before the day of shoot.
Tiny details covered like outerwear, props, hair-makeup, lighting based on sun's position through the day.
Ensuring to cover required number of styles and features of all products.

ACTIVEWEAR Campaign

Specific focus on activity-based performance activewear for women was laid out in this campaign.

Brainstorming on pointers as below:

Selection of activity for each suitable type of activewear.
Location scouting and shot division against color of product and activity.
Hair and makeup done precisely according to the activity type and shot.
Improvisation during shoot to take some interesting shots where product USPs are highlighted better.
Making sure brand language is being captured throughout and all references are covered as planned.

HELLO SUMMER

SUMMER CAPSULE

Light summer breeze

Harvesting in the orchard

Cotton dresses, jute hat and some lemonade to quench her thirst.

Creative Process

Promoting products across categories packed into a bundle of theme called 'Hello Summer'

Breaking down the references and manipulating the same according to brand's language.
Getting that sun-kissed lighting and a hot summer breeze look & feel. Procuring local flora for an international resemblance.
Carefully curating hair & make-up to best suit the summery look.
Scouting talent, location, props, color coordination in each frame, selection of final images on spot.
Making sure the look and feel is different from previous campaigns. Constantly keeping a tight check in between shots for props, setup, overall lighting, weather forecast given the usage of natural light mixed with artificial.
Proper color coordination keeping a soothing tone up at the same time using hints of bright tones like lemon yellow, fruity orange and some darker shades of reds and greens.
A special incorporation of Japanese style cottony silhouettes and more skirts to give an earthy feminine touch.