THIS IS WHAT HAPPENS WHEN I GET A BRIEF!
Welcome to the part of my life where I play both the Director and the Muse, trend forecaster and tourist, all in one. As a content creator, I create visual campaigns for global brands that blur the lines between content and art, advertising and storytelling. I turn briefs into branded experiences that feel alive and distinctively ME. I work with brands around the world who aren’t afraid of a little emotion, little culture and a whole lot of intention.
Some of my recent brand collaborations : Brand: Mercedes-Benz
Campaign :HOLI with GLCRole: Creative direction, Talent, Visual Strategy
Brief: For Holi 2025, one of the biggest Indian festivals, I conceptualised a road trip not only to celebrate the festival but as a design language. Bright colours against deep luxury tones, to showcase how the brand elevates your occasions by providing not only world class luxury but also comfort and companionship. A strong bond and connection that you feel during the festival, you embody that in your lifestyle choices too.
Visual story board
Digital Impact
The hook drew in most of the audience, making a festival feel fun yet aspirational resonated with the audience making this a successful collaboration for both the brand and I. Making a luxury brand otherwise very intimidating look fun was the core idea and we achieved it with this brief.
Brand: FILA
Campaign:FILA in LondonRole: Creative director, director, talent, creative producer, strategist.Brief: To showcase an Italian lifestyle in a city that never stops to move. Adapting to the phrase ‘DOLCE FAR NIENTE’ the motive was to blend the Italian art of doing nothing with a chaos of a modern metropolis. While everyone chooses sneakers for a sprint in this city, I decided to showcase a visual, peaceful stroll. In style.
Goal: To reintroduce the brand as a fashion forward and not just a sports brand.
Visual Storyboard
Digital ImpactThrough aesthetic storytelling and cinematic interaction, it opened conversations around sneaker culture and elevated basics in a playful, sartorial way. By styling it in a more personal, not sporty way, I got people curious about the entire fit. And my favourite thing, I gotta enact the phrase I live by in real life, the sweetness of doing nothing and encourage my audience to be mindful of a work life balance by subtly integrating my product.
Brand: TED BAKER
Campaign: SS 25 COLLECTIONRole: Talent, Creative director, Content Strategist, StylistGoal: To showcase the quintessential British brand in an everyday, aspirational yet stylish Indian woman wardrobe.
Concept: IN SEARCH OF SUMMER
Here we see a girl chase something bright and yellow, yet to be revealed, almost giving a sun like illusion to establish summer, sniffs and sees it move past her, multiple misses and almost caught it, the chase continues. In busy, noisy streets of Mumbai, in bylanes and sea side, the clothes blend in effortlessly on a modern day girl in the city. We finally see her catch it, the sunflower, something yellow, something bright. Thereby welcoming summer in her city!
Visual Storyboard
Digital Impact
Since this was a season based content, it had to not be just about the clothes. The whimsy made the audience get excited for a fresh new summer, engaging with the reel to know what’s going to be cool this season. The styling, shots and tone made luxury feel light hearted and I feel the audience ate it up!
Mercedes Maybach SL680 Monogram series, India launch
The one collaboration I wish was a BARTER!I was invited to the luxurious event, to unveil the Mercedes Maybach SL680 Monogram series through a curated list of tastemakers and shape shifters. For my content, I leaned into design and desire, I treated this not just a car but as an experience to showcase the elegant, whispered power and not screaming wealth.
Now being selected for this was for the books but not for the clout. It’s a nod to the design focused elevated narrative I’ve build around luxury. It reinforced my positioning as a go to creator for a brand looking to blend luxury with storytelling despite not being a car enthusiast.
Atlantis Palm, Dubai
What happens when an Aesthete gets full creative freedom at one of the most iconic properties in the world?
For my collaboration with Atlantis The Palm, I crafted a visual experience that was part luxury lifestyle, part personal journal — with just the right amount of “main character energy.”
From curated outfits that matched the resort’s palette to shots that played with symmetry, scale, and architectural drama, this campaign was all about making luxury feel personal, playful, and hyper-visual.
Objective: To showcase a world of luxury within the property, a destination for it all, luxury, drama, experiences.
Role: Visual editor, Content Creator, Stylist, Strategist, PhotographerAs both content creator and designer, I crafted a narrative that elevates guest experience into a visual journey, made to aspire not influence. Need someone to go capture that luxury campsite in MASAI MARA ? I’M YOUR MAN! In September 2024, I attended London Fashion Week with brands like PIXI BEAUTY, MAC COSMETICS and designer KANIKA GOYAL & HELEN ANTHONY . I styled and creative directed every look I wore — each one rooted in aesthetic intention and cultural fusion. My approach? Use fashion as a language. Merge global trend cues with personal storytelling. Layer silhouettes the way I layer interiors — boldly, emotionally, and unconventionally.
Creative Direction Insight:
I wanted to reference my roots without falling into cliché. The clash of old-world textile forms with future-forward accessories was intentional — it reflects how I see myself as a creative.Styled + Creative Directed by Siddhi Karwa
Concept development, garment sourcing, moodboarding, on-ground direction, and visual storytelling execution — all done by me. The looks were planned to balance high-fashion relevance with individuality.
I approach fashion the same way I approach interior design — as a space for self-expression, chaos, and storytelling. Zero fear of being too much, and I believe what we wear, like what we live in, should never be neutral.
Brand: BATA SHOES
Campaign:Travel integrated campaign with BATARole: Concept, Talent, CreativeDirector, Videographer, Photographer
Concept: Working on vacations is never fun, I agree but filming your experiences and narrating your story is inevitable. Enters my brand integration, SHOES. One explores Europe best on feet, so I decided to craft a summer story set in Sicily showcasing how single pair of shoes could go from cobbled streets to the beach side towns perfectly.
Visual Direction: I leaned into what I do best, romanticise. Dived into trends like slow living, escapism, narrative layering for visuals, the campaign should feel lived in and emotionally resonant than overtly posed.
Why it worked?
The campaign wasn’t just about wearing shoes, it’s about where they take you. I built the campaign it feel like a memory for recall value. The brand got lifestyle assets just than the basic shoe shots, they got a narrative, especially for their travel loving design curious audience.
Visual Storyboard
Digital Impact
This reel turned out to be a crowd favorite — and not just with my mom. With more than half the audience being non-followers, it reached far beyond my usual circle. Which means the story, styling, and pacing actually stopped the scroll.
Instagram even gave it that cute “highly engaging” badge, meaning it got shared and saved more than usual — proof that a good shoe (in a good light) goes a long way.
TL;DR: Aesthetics work. Shoes sold. Brief delivered. Followers grew.
And yes — I did get asked where the shoes were from at least 47 times.
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PANERAI
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MSI
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LEVI’S
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YSL BEAUTY
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HEY DUDE
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RAFFLES HOTELS
