1. Can you share your background and walk us through your journey?
I come from a family with a background in advertising, where creativity was instilled in me from an early age. My uncle, who owns a prominent ad agency in India, encouraged me to write essays daily, laying the foundation for my creative skills. However, after completing the 12th grade, I abandoned formal education due to struggling with attention issues that hindered my concentration. My professional journey began in BTL marketing as a Client Servicing Executive, providing my entry into the diverse realm of creativity. A year later, I sensed a calling for something different and transitioned to working with a producer who imparted knowledge about production. This marked a turning point as I discovered my true passion. The dedication, passion, and collaborative efforts of the teams I worked with were profoundly inspiring. Over time, I honed my skills, freelancing and refining each aspect of the production process. I delved into using design and editing software, practicing extensively over the years. I am grateful to have worked with renowned Ad Film Producers and Directors in India, such as Prakash Varma, Rajiv Rao, Sneha Iype, Kishore Iyyar, Manoj Pillai, Allan D'Souza, Geeta Laxman, etc., which provided invaluable exposure and experience. I've made a lot of mistakes and learned things the hard way. At one point in time, I had Rs 17 in my bank account while expenses piled up. Since I didn't go to film school, everything I did and learned came from a deep-seated passion and a drive to always do better.
2. How and when did you realize your passion for creating ad films?
My enthusiasm for producing Ad Films became evident during my collaboration on various campaigns with Kalpana Kumar, the Co-Founder and Producer at Yolk Studio. In our initial interaction, she posed a crucial question, asking, "What motivates you to enter production? Are you aware of the pressures associated?" Instead of giving in to fear, I faced it head-on. It dawned on me that I thrived on the pressure, finding a true sense of satisfaction in surpassing it. It's pure magic; the capability to turn an idea, thought, or concept into tangible reality was what truly captivated me.
3. What was the idea behind creating 'Denouement Enterprise'?
Following the development of my unique styles, I recognized a need for brands to have a more personalized touch. Consequently, Space Eel Creative was established under Denouement Ent. My aim was to exceed expectations by accurately capturing and conveying the true message of each brand. After immersing myself in the industry for a few years, it became evident that brands were shifting from traditional approaches to embracing short-form content. The focus was on efficiency and speed, given the diminishing attention spans. It became crucial for us to refine our processes, ensuring we met 1-day delivery timelines, harmonized thought processes, and devised strategies that would undoubtedly result in conversions. This marked the inception of AD BHAi, specializing in producing product shoots, brand films, corporate videos, animation, strategizing brand design, and creating essential company elements such as logo packages, collaterals, UI/UX, and social media posts.
4. What do you see as emerging trends in the world of ad film creation? How do you stay updated and ahead in this dynamic industry?
Compared to 15 years ago, the pace of change today is exceptionally rapid. Brands are increasingly recognizing the potential of AI through the introduction of various tools. While this may reduce the need for manpower to some extent, complete exclusion of human intervention is not feasible. The key is to adapt with the times, which involves staying informed about new and existing technologies. I make an effort to remain up-to-date through continuous research and experimentation. In the current scenario, information and data are crucial. Analyzing this data leads to understanding, and utilizing it effectively becomes power. Given the overwhelming influx of swipes, trends, faces, and processes, it is challenging to break free from the endless loop. The solution lies in focused research addressing specific problem statements and identifying effective strategies. However, for me, it's essential not to be overly absorbed in the convenience of use or process automation. For instance, I cannot simply generate a logo and charge a brand a minimal amount, like Rs 500. Quality holds the utmost importance for me, encompassing both thoughtful planning and precise execution. Consequently, if AI or any tool, process, or team cannot provide a rationale behind their actions, it immediately loses value in my perspective.
5. What are some tips you would like to share with upcoming/aspiring filmmakers and photographers?
Some pointers are: Forget about money, Research, and Experiment, Focus your energy on perfecting your skill - Be the best at what you do. Find your style, Learn to sell. It's ok if you fail, get back up! You're just getting smarter.
6. What is a book you love and would recommend our readers to give it a try?
I typically struggle to read books due to difficulty concentrating, but there's one exception I managed to read cover to cover: 'The Teachings of Don Juan: A Yaqui Way of Knowledge.' For those aspiring to become filmmakers and photographers, I recommend exploring the works of Akira Kurosawa, David Fincher, Quentin Tarantino, Wes Anderson, Federico Fellini, Andrei Tarkovsky, Alejandro González Iñárritu, Spike Lee, and many others. Additionally, there are numerous brilliant indie filmmakers worth following. It's crucial to immerse oneself in the creations of such individuals to comprehend the vast array of possibilities.
Bio:
I derive immense satisfaction from bringing ideas to life, whether it's an ad film, photo shoot, or design. The fulfillment is magnified when collaborating with talented, passionate, and driven individuals dedicated to crafting compelling work. With over a decade of experience in the advertising industry, I always aim to be recognized for leading dynamic teams and providing innovative solutions that captivate audiences. While being adept at elevating brand identities, I am committed to pushing creative boundaries to achieve exceptional results.
Interviewed By - Shreya
Edited By - Pragya Lamba
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