Lauritz Knudsen with Rohit Sharma and the Mumbai Indians
- 17 hours ago
- 1 min read
The brief sounded simple enough: maximise Lauritz Knudsen’s association with Mumbai Indians to craft engaging brand-led content. The tricky part was associating Rohit Sharma and Hardik Pandya’s personalities with something as mundane as switchgear and electrical infrastructure solutions. Add to that the typical stifling nature of these shoots, which literally puts your creativity into multiple tiny boxes that are constantly changing.
I led a massive team of writers, directors, and designers as I undertook the mammoth task of pitching, ideating, and executing over 20+ video pieces ranging from branded content, social-first engagement pieces, and topical wishes with our talented cast of Mumbai Indians players.
Maintaining the authenticity of these players while juxtaposing the idiosyncrasies of a brand in a way that actually engages audiences: it’s never a mean feat.
