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Scarecrow M&C Saatchi
Internship
3 Months | On-site
What did we do?
We, under the mentorship of Manish Bhatt and Abhijit Kalan, designed a Reliance Jewels campaign pitch for their new collection inspired by rich heritage and vibrant culture of Punjab.
Research
Getting thoroughly familiar with the roots of Punjab
I conducted in-depth research on Punjab’s history, exploring its eras, invasions, and cultural influences. This served as the basis for studying its culture, art, architecture, crafts, and communities.
Draft 1, a green signal to go ahead, reaching to our first challenge: to compile every important detail of Punjab in a single file. Took us sometime to cut short details yet have everything at a glance.
Iconography
What's the iconic identity of Punjab?
We created flowcharts to visually categorize and prioritize inspirations for Punjab, aiding in the identification of key elements. Further led us to proceed ahead for tracing our elements.
Jewelry Design
How Punjab adorns your beauty...
Drawing inspiration from Punjab’s rich aesthetics, I bring together tradition and craftsmanship in the form of gold jewelry. Exploring jewelry design has been a new, exciting, and creative journey.
I combined traditional gold jewelry design with AI technology to create unique, intricate pieces. This project allowed me to push design boundaries while preserving the rich heritage of gold craftsmanship and explore the power of AI.
AI gives the look and the feel yet fails to deliver our exact designs. Extracting motifs and edited them together to form the jewelry piece....
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Shortlisted jewelry inspired from Agriculture and Mohrakashi
Editing for visuals on mannequins/ mock ups...
Typography
The face of communication
Incorporating the essence of Punjab into the typography, I created a design that serves as the visual identity for the project and campaign. The typography becomes the face of the brand, reflecting the cultural richness and vibrancy of the region.
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Stage 1: Explorations
Stage 2: Inspired by the organic form of the kirpan in Lashkara, I developed a typeface with the kirpan as the central design element.
Conceptual Photography
Imagined Realities
Curating visual inspiration and crafting concepts for the product and model photoshoot, shaping the vision to bring the story to life.
Concepts and routes for product photoshoot.
Concept and route for model photoshoot
Print ad- Mock ups
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