creative direction
"animals and art,
together in a world," ...said the client.
"exactly where I belong, "..thought, I.
and one day..
came a Pet App Startup "Furrcrew" asking if I wanted to collaborate,
purely, for my love for animals
and art.
FURRCREW
Built the Vibe. Wrote the Rules.
"A startup is a blank canvas, and I treated furrcrew app like a blockbuster. My mandate? Define the entire visual, auditory, and strategic identity from scratch. It wasn't just managing—it was creating the world this brand lives in. I took a founding concept and gave it a face, a voice, and a highly-trained creative squad."
the apex
The ultimate convergence of strategy and creativity. As a pet parent to 12 rescues, my personal ethics defined the brand's approach: we treat animals as gods. I ensured these values were front and center, directing all set practices with the highest ethical standards.
Brand Rules Defined | Visual Identity Built | Design Consistency | Guidelines Co-created .
Launch Commercial Directed / High Ethics on Set / Budget Smart Production / Citywide Ads Secured / Brand Buzz Created
Every brand needs more than a logo—it needs a soul and a rulebook. I drove the Brand Identity project from its foundational stage, collaborating closely with Creo (India), to develop a definitive Visual Identity System and comprehensive Brand Guidelines. Our work wasn't just aesthetic; it was strategic. We established the core Design Language (color palettes, typography, imagery style) and put clear Creative Governance in place. This ensured Brand Architecture was consistent across every single touchpoint, from the app interface to the smallest social media ad, creating immediate recognition and trust.
I then Directed the Core Commercial, the main promotional driver for the brand. This was executed under the tightest budgetary constraints, yet its impact was maximized through strategic placement. The film served as the primary marketing approach, moving from our initial Instagram-first launch to high-visibility Outdoor Digital Displays across the city, giving the startup instant, massive Brand Exposure.
Directing the Flagship Launch Campaign
Team Training / Production Quality Set / Cinematography Skills Taught / Editing & Lighting Expert / Supervision
Recognizing Instagram as our main launch stage, we architected the entire digital content strategy from scratch. This included establishing clear Content Pillars, defining target Audience Segments, and overseeing the initial Grid Flow and look. I defined Carousel Design Best Practices, video content, image design, etc and set the guidelines for the smart, witty Copy Tone, driving Organic Social Growth
Social System Built from Zero / Content Topics Set / Look & Flow Designed / Copy Tone Established / Organic Growth Strategy
The Instagram Deity: Digital Vibe & Content Strategy
CAMPAIGNS
STRATEGY AND FULL-FUNNEL EXECUTION
I was responsible for generating the Big Ideas and authoring comprehensive Campaign Decks (including key messaging and asset breakdowns). Together, we developed the Strategic Planning for all major online and offline initiatives. My focus was driving the core narrative and visual look, utilizing data-informed insights to guide Tactical Execution and achieve seamless Cross-Channel Alignment.
ADVANCED PRODUCTION AND CINEMATIC TRAINING
Leveraging my Filmmaker background, I served as the Creative Lead for all internal production. I personally trained and mentored the photo and video team on Cinematography Principles, advanced Lighting Techniques, and effective Editing Workflows. I maintained final Supervision and Quality Control to ensure every asset met a professional Cinematic Standard.
" Enough talk. Check out the campaigns, photography, and the flagship commercial that built the furrcrew brand identity from the ground up. Review the Campaign Decks for the full breakdown of strategy and execution. "
Concept Generation / Campaign Plans Authored / Market Strategy / Idea to Launch Management / Cross-Platform Cohesion
campaigns to the brand
pitched as a creative director
from. march 2023 to september 2025
the campaigns
( ONLINE AND OFFLINE )
MARKETING CAMPAIGNS
LAUNCH CAMPAIGN
WHAT THE FURR ?
THE SHIT CAMPAIGN ( LITTER BOXES IN THE CITY )
ALL SOCIAL MEDIA CAMPAIGNS
PET PARENTING EDUCATION
EVENTS MARKETING
BRAND COLLABORATION MARKETING
SOCIAL RESPONSIBILITY CAMPAIGNS
from
in collaboration with
for
as a
who?
March 2023 - September 2025
Creo
BVUR Industries, India
creative director
Furrcrew, Pet Companion phone app