Creative Art Direction & Custom Set Design
I build worlds for the camera. Whether it’s a controlled studio environment or an on-location setup, I focus on creating spaces that don't just look good but feel real.
Kicking off the year at the Indian Sneaker Festival. I consulted on the art direction for some of the brand zones, creating interactive and photo-worthy spaces.
Art direction for jewelry brand Studio Metallurgy. We used fresh flowers as props to create a soft, romantic mood that contrasts with the metal.
A close-up on a statement ring. The lily adds a touch of organic beauty and draws the eye to the hand.
A clean, minimalist setup to showcase this delicate headpiece. The simple styling keeps the focus entirely on the jewelry.
A classic portrait where the lighting and simple white blazer frame the statement necklace perfectly.
A serene and dreamy shot. The art direction was about creating a feeling of peaceful luxury.
The vibrant red of the anthurium flower creates a striking contrast against the model's skin and the gold jewelry.
Art direction for Aurul Clothing, inspired by classic portrait paintings. This shot focuses on the intricate hand-embroidery on the cuffs.
A dual-model shot against a dark, moody background. The lighting is carefully placed to create a dramatic, painterly effect.
A profile shot highlighting a beautiful necklace from Mohher India, which we paired with the outfits for this shoot.
About Art Direction & Set Design
When I approach art direction, I am really just trying to build a world where the product feels at home. For me, it is not about just filling the space, it is about controlling the atmosphere so the audience stops scrolling. In my Lado Sarai studio, I usually start with a single anchor item—a vintage chair, a specific fabric, or a flower—and build the entire campaign’s visual narrative around that, just like I did for the Aurul Clothing shoot.
That is the thing about set design. It is all in the details that you might not even notice at first. Whether we are shooting in my studio in Lado Sarai or scouting a location across Delhi NCR, my process is pretty hands-on. I do not just style a room, I curate it.
I learned back at NIFT that you have to design for the camera, not just for the naked eye. That means I spend a lot of time testing angles, checking how textures react to the light, and making sure the color palette does not fight with the collection. If we are going for a moody, painterly vibe like in the Studio Metallurgy campaign, we play with deep shadows and organic elements to make the jewelry pop. If it is a high-energy brand film, we switch to clean lines and interactive props.
I handle the creative direction, the sourcing of props, and the on-set execution. I am not a fan of just renting a space and hoping for the best. I want the set to be an extension of your brand story. If you are coming to the studio, you get the full works—props, furniture, and my team’s focus. If we are taking it on the road, I manage the scouting, the logistics, and the vibe. We keep it real, keep it professional, and honestly, we have a lot of fun making it happen. Let's make something that looks as good as it feels.
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