Commercial Campaign Direction
Professional art direction and styling for fashion, footwear, and commercial brand campaigns, from concept to on-set execution.
I was the costume stylist for this national television commercial for the Tata Punch. My role was to create looks for the cast that felt authentic, relatable, and aligned with the adventurous spirit of the campaign, which was shot on location in Ladakh.
I styled the Diwali campaign for Costa Coffee. The concept was "Brewing Reunions," so I created looks that felt festive, warm, and genuine, capturing the joy of friends celebrating together.
Another shot from the Costa Coffee Diwali campaign. The styling for the two women is coordinated but not identical, reflecting a natural and authentic friendship.
This image from the Costa campaign focuses on a group of friends making plans. The wardrobe for each person was carefully selected to reflect their individual style while creating a harmonious group picture.
A fashion film for the commercial brand Moral Code. My direction and styling focused on a minimalist, sophisticated black and white aesthetic to showcase their collection of shoes and bags for both men and women.
A black and white campaign image for Moral Code. The styling is all-black, creating a chic, powerful look that puts the focus on the models' confident poses and the brand's accessories.
A solo shot of the female model from the Moral Code campaign. The composition is clean and minimalist, highlighting the modern design of the boots and tote bag.
A shot from a commercial campaign for a footwear and accessories brand. The styling is clean and aspirational, set against modern architecture to convey a sense of sophisticated urban life.
A moody black and white portrait for a Moral Code campaign. The minimalist setting and dramatic lighting create a sophisticated and high-end feel for the brand.
A clean, commercial look for a shoe campaign. The styling is minimalist and classic with a white top, black skirt, and white sneakers, set against a modern architectural background.
About Commercial Campaign Direction
I manage the complete visual production lifecycle, from initial moodboard development to the final frame. On set, I take responsibility for the styling team, garment preparation, and prop coordination, ensuring the creative direction remains consistent with your brand’s marketing objectives throughout the shoot day.
Our Production Workflow
Commercial success relies on precise visual execution. My process begins with Concept Development, where I translate your brand’s marketing goals into a cohesive visual deck. This includes defining lighting moods, color palettes, and specific pose references to ensure the entire team is aligned before the camera starts rolling.
On-Set Styling and Art Direction
I handle the full spectrum of on-set requirements:
- Wardrobe Management: I oversee garment care, including steaming, ironing, and fit checks to ensure professional presentation.
- Prop and Set Supervision: I coordinate with production teams to arrange props and environments that reinforce your brand story.
- Team Leadership: I guide photographers and HMUA teams to maintain visual consistency across all shots.
Working with My Crew
I believe the final image is a result of collective effort. Whether we are shooting in Delhi, Mumbai, or on location pan-India, I deploy a dedicated team of styling assistants to manage rapid changes, pinning, and garment safety. This structured approach allows us to deliver high-impact results for both lookbooks and larger advertising campaigns without losing detail in the process.
Gaurav Bhatia
I am an Art Director and Stylist focused on building visual languages for brands. My process is defined by teamwork, managing every technical detail on set to ensure the final image aligns with your brand's identity.
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