ART DIRECTION, CONCEPT & SCREENWRITING
I was approached by Mirchi to create an exciting and momentous moment for the company to usher in their new Batch 4 release of rum. ‘FEELS LIKE MIRCHI’ is a content concept that exisits on their social spaces as a form of connectivity with their audience. Through posting referential secondary content that feels like the brand I saw an opportunity to tell a wider story so I used the moniker to emphasise the direction of this campaign.
The themes were centered around culture, individuality whilst falling under the umbrella of togertherness and community - within the context of a chilled evening at a friend’s.
Through pre, production & post I took the lead on conceptualising the campaign and it’s elements, collaborating with Mirchi on building a crew as well as executing both production and post-prod elements for a multi-channel release.