Role: Associate Art Director (stills) / Sole Art Director (video) Photographer: Amar Daved

Adaptive was the first full video shoot I art directed independently, and it remains one of the most meaningful projects of my career — not because of the scale, but because of what was at stake creatively.

The challenge with Adaptive is one that a lot of inclusive campaigns get wrong: treating difference as the subject rather than letting the people be the subject. Our brief was to make Spring '23 feel as considered, aspirational, and beautifully shot as any main line campaign — because anything less would have undermined the entire point.

On the video side, I developed the treatment, directed on set, and collaborated closely with the director, DP, and editor to shape the final cut. On the stills side, I worked as associate AD alongside the lead team. But the work I'm most proud of happened in the quieter moments — building trust with talent on set, creating an environment where people felt genuinely comfortable rather than directed, and letting that ease come through in the images.

The result was a campaign that didn't feel like a campaign. It felt like people.