Alia Bhatt’s Ed-a-mamma - Photo and video shoot + social media content

The Brief:

Ed-a-mamma is an eco-conscious kids clothing brand founded by Alia Bhatt - a renowned movie star of the Indian film industry. The brand wanted to launch their new autumn-winter collection and approached us with a simple brief - ideate and shoot their autumn-winter collection of clothes and improve the quality of social media content for the brand. We had to align with the core values of the brand and ensure Alia’s vision was translated across all deliverables.

My Role:

I creatively led the entire pre-production, production and post production process by closely liaising with Alia Bhatt and her team over a period of four months. Since Alia herself was closely involved in the shoot with kids and was personally approving all creatives, I personally worked on every aspect of the video and photo shoot including storyboarding, referencing, ideating and bringing the collective vision of the brand to life. This involved understanding Alia’s unique perspective on conscious clothing and aligning my team of writers, designers, and videographers to create this unique narrative. I also directed the shoot with Alia and worked closely with the photographers and videographers to capture the essence of the brand perfectly.

The Result:

Over the course of two shoot days, we managed to capture 28 unique photos and 10 reels for the brand. While Alia and her team were delighted with the output of the shoot, we also managed to resonate better with their audience of eco-conscious parents. This was evident through the spike in engagement and responses across all content published on their Instagram handle.