Cinematic Campaign for rafu'd Apparel Brand

This project was completed in collaboration with my design studio, The Menu Collective, where we conceptualised and produced the campaign film for RAFU’D's RASA collection.

RAFU’D is an India-based apparel label that explores clothing through the lens of textile narratives, craft, and cultural memory. Each collection draws from traditional art forms, indigenous techniques, and regional histories, reinterpreting them into contemporary garments that preserve the essence of their origins while finding relevance in the present. Rather than treating textiles as surfaces, RAFU’D approaches them as vessels of storytelling, where every weave, motif, and silhouette carries a narrative.

For RASA, the collection looked towards the narrative richness of traditional Pichvai paintings, translating their symbolism, devotional imagery, and intricate visual language into garments that embody texture, movement, and quiet strength.

The pre-production phase was rooted in research-led ideation, where we developed the film's concept, defined its visual language, established the mood, cast for presence, styled with restraint to let the garments breathe, and storyboarded every frame with intention crafting a cinematic narrative that felt like a moving canvas.

The film was structured into three distinct chapters, each representing a different emotional and visual interpretation of the collection. Rather than following a conventional fashion film format, we approached the narrative as a visual journey

The final film became an exploration of heritage, emotion, and movement, where garments were not just showcased, but placed within a larger story of memory, tradition, and reinterpretation.

The campaign was also featured on Homegrown India’s platform, further extending the conversation around contemporary Indian fashion, craft, and cultural storytelling