Concept : To make people aware of microplastics, I wanted to show how microplastics have made their way into our everyday meals without us noticing. To do that, I styled and photographed food in a way that, at first glance, looks totally normal, like a plate of rice, a bowl of dal, or a stuffed paratha. But when you look again, you realize it's actually bits of thermocol instead of rice, plastic pieces floating in dal instead of tomato, or garbage waste stuffing instead of potato stuffing in paratha. That moment of “Wait… is that plastic?” is what I’m aiming for. It mirrors the real-life realization many people still haven’t had: that we’re literally eating plastic every day without even knowing it. A person consumes enough plastic to form a credit card in a week! The visuals are meant to make you uncomfortable because that discomfort sparks awareness. I wanted people to feel that shift- from comfort to concern- because only when we really see the problem can we start to change something about it.

Concept : I thought of using mimes as the key concept for this campaign. Mimes are masters of silent storytelling; they convey emotions without uttering a single word. This made them the perfect symbol for noise cancellation. By transforming the background characters into mimes, I visually demonstrate how Soundcore's headphones eliminate noise. It's not merely about blocking out sound; it's about crafting an experience where silence is immersive, much like the ANC feature itself. For this campaign, transitioning my 2D illustrations into 3D was essential to align with Soundcore’s modern and tech-driven brand identity. To streamline the process while maintaining quality, I utilized AI tools to transform my 2D illustrations into 3D, ensuring that the visuals retained the intended aesthetic while being completed efficiently. This approach allowed me to achieve the desired look without compromising on the campaign’s execution.

Concept : The common public of India have this tendency to hide any cracks on the wall with a plant or a painting, in attempts that the problem can be solved temporarily. This advertisement plays with the human tendency to notice "flaws" first. The carved out part or the "cut out" behind the objects will unintentionally get noticed first, promoting the idea - Some things cannot be hidden.