Arrow with Khushi Kapoor and Vedang Raina
- Jun 11
- 1 min read
Updated: 17 hours ago
The brief was a reinvention question. Arrow, a legacy apparel brand with deep equity, wanted to find its footing with a younger audience. What does the good life look like today?
The instinct early on was clear: don't tell a story. Build a world. One rooted in old-school New York charm filled with quiet lobbies, chance encounters, rooftop evenings, almost-moments. A world where style isn't announced, it's inhabited. Khushi Kapoor and Vedang Raina weren't cast as ambassadors. They were cast as residents of that world.
I led the creative end to end from concepts, scripts, shoot direction, and social content architecture to building the campaign from scratch across films, photoshoots, and a sustained social presence. Every detail was considered. Every frame had to feel like it belonged to the world we'd built, not just the brand we were selling.
The result was a campaign that gave Arrow something more valuable than visibility, it delivered a distinct visual and emotional territory Arrow could own and return to.
