Art Direction

Film, TV & Streaming

Designed immersive visual environments for screen-based media spanning narrative film, branded advertising, and music videos.

Role: Set Design (Scenography) | Experience Design | Project Management

Each project required translating abstract concepts and scripts into tangible physical spaces collaborating with directors, DOPs, and large-scale production teams that supported character, culture, and story—viewed by millions across platforms.

Challenge

Every project posed a unique creative and logistical challenge -

whether it was recreating a bygone era, managing high-tempo brand shoots with 200+ crew, or designing sets across multiple cities. A key part of my role was aligning diverse teams under a shared vision while responding quickly to constraints on time, space, and budget.

All drawings, 3D visualizations and photography by Nupur Gurjar

My Role

Assisted as an art director, for pre-production & shooting on set ranging from design, execution and managing 200+ crew.

I owned the visual strategy, spatial design, and execution of production sets for 3 major projects which included everything from early ideation and moodboarding to coordinating large production crews on set, ensuring fidelity to narrative, brand identity, and technical requirements.

🎬 Web Series Set Design

Role: Set Designer | Concept → On-Set
Created moodboards and immersive 3D set environments aligned with narrative and visual tone.

Collaborated with directors & cinematographers to ensure visual continuity

Led pre-production and on-set execution with production crews

Engaged in prop sourcing and set dressing to produce production ready sets and work effectively with the crew

Built 3D Mockups to Align Set Design with Storytelling Vision

Finished set after build and prop decorations

📺 Shaadi.com Ad Film

Role: Lead Set Designer | Brand + Production

Designed and built 6 unique sets for 2-day shoot

Delivered cohesive visual language aligned with brand identity

Managed multi-team coordination for 200+ crew members

🎵 Puma Music Video

Role: Scenography & Cultural Design Lead

Designed environments across 4 cities in India: Mumbai, Delhi, Madurai, Shillong

Highlighted local culture while tying back to Puma’s urban identity

Supported art direction and coordination across multiple city shoots

Creating a vibrant market street in along an alley in Mumbai for the PUMA Music Video shoot

The street when we arrived

After set design & decoration

Hand drawn sketches that helped the crew visualize the market scene during the conceptualization
(Illustrations by Nupur Gurjar)

Final Ad video for Puma India

Link to the Puma India Suede Gully video
https://www.youtube.com/watch?v=6Twmltjg5Ks

Link to the trailer
https://www.youtube.com/watch?v=QGtFNDmf4hc

Creative Direction & Process

I worked closely with directors, cinematographers, and stylists to ensure sets enhanced the storytelling rather than overpowering it.

Set design began with intensive ideation and exploration - deep storyboarding, researching architectural and cultural references from the era, and exploring environments that emotionally resonated with the script.

Personified the characters through visual moodboards, selecting materials, lighting props and palettes to reflect their character and matched their world. Lighting choices and prop placement were guided by the characters' hierarchy and by analysing tension in the scenes.

🤝 Impact & Reflection

My experiences reinforced the power of collaborative visual storytelling, where design is not just backdrop—but character.

A masterclass in balancing historical fidelity with creative storytelling. The production involved daily coordination with over 50 crew members across departments. The final set contributed not just to visual authenticity but to emotional realism, anchoring the story in a tangible, textured world that felt lived-in and real.

These projects deepened my belief that design is storytelling—made physical. Whether bringing to life a nostalgic office, a culturally rooted wedding shoot, or a pan-India music campaign, the work blended high-level creativity with on-the-ground production leadership. I collaborated with 50–200+ person teams, always anchoring the vision in both narrative and audience impact.

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Scroll down to see more about how I collaborated to create an engaging stories with Design.

Storyboarding and gathering inspiration for the look and feel of the set, including personifying the characters, colors palette, to create a government office feel of the 80s.

Working drawing

3D model of the set

Prop Sourcing & Set Dressing

My responsibilities included sourcing props to build character to the designs based on a thorough understanding of the film scripts, scouting local markets, antique stores to find the most visually compelling artifacts as well as manage budget constraints.