American Tourister - A+ and B+ content + marketplace visual identity + campaign films + social content

Reimagining one of India's biggest luggage brands on Amazon

The brief was one of the most ambitious content mandates I've worked on: reimagine the entire product visual identity of American Tourister, India's largest lifestyle luggage brand, across online marketplaces. Over 100 product lines. 500+ assets. Everything from technical product shots to lifestyle films to A+ and B+ content on Amazon.

The creative challenge wasn't just scale; it was coherence. My call early on was to anchor everything in a single vision: lifestyle-first, globally aspirational, locally resonant, and premium enough to elevate the brand beyond its mass-market positioning. Every location, model, and composition had to earn its place in that world.

I led the project end to end: conceptualisation, creative direction, shoot scheduling, on-ground execution, and final delivery. 35 shoot days. 75+ professionals. Multiple locations. The logistics were as much a creative challenge as the work itself. Managing inventory, talent, and production at that scale while keeping the creative vision intact required a level of operational thinking most creative directors don't get involved in.

The output exceeded the brief. 500+ assets strong enough to go beyond marketplace listings and into social media and performance advertising, thereby reinforcing American Tourister's position as India's best-selling luggage brand.