MAC DUGGAL - MOMENTS CAMPAIGN
CREATIVE FOCUS:
Luxury fashion storytelling, blending digital craft with emotional branding. Explored how couture, environment, and narrative intersect to create memorable, high-end visual worlds.
Beyond image generation, the process centers on building a believable luxury world for the brand: one where the Mac Duggal woman feels like the lead character in a film—confident, composed, and fully expressed.
MY ROLE:
Creative Direction, Luxury Fashion Storytelling, AI Photo & Video Creation, Cinematic Video Editing, Mood Boards
MIDNIGHT MOMENT - MOONLIT SEA • CELESTIAL SPARKLE
CONCEPT:
The focus of “Midnight Moment” is atmosphere: a full moon, star-strewn sky, and the subtle shimmer of the sea build a stage where the gown becomes both armor and light. The model is caught mid-turn, as if stepping out of a story.
CREATIVE DIRECTION:
The visual language centers on deep sapphire tones, specular highlights, and the contrast between stillness and motion. The result is a quiet yet cinematic fantas that extends the brand’s universe into a deeper, more introspective mood.
HOLIDAY MOMENT - RED COUTURE • WINTER ROMANCE
CONCEPT:
From Dress to Moment, “Holiday Moment” reframes evening wear as a lived, cinematic memory rather than a static look. Each frame is designed as a still from an unspoken story—capturing the woman in motion, in thought, and in her own world of quiet confidence.
CREATIVE DIRECTION:
The creative direction focuses on rich red tones as an emotional anchor, juxtaposed with winter light, stone architecture, and a classic automobile to signal status, warmth, and timeless glamour.
