Retail, told as stories

The brief

Phoenix Marketcity in Kurla is one of Mumbai’s biggest malls. Its decor installations and events were being filmed as static walkthroughs. The brief was more traction on social media and a fresh way to show the decor and events the mall hosts.

The approach

Stories, not walkthroughs

Every project started with a mood board and a screenplay, then scripts and professional voice-over. Cinematic shots replaced the static video style.

Cut for the feed

Long-form films were edited into short pieces to hold attention on social.

A brand refresh

We rebuilt the outdated brand AV with new photography and infographic animation, and created a new logo animation, a phoenix rising from the ashes, as the intro and outro for every film.

A new portfolio

We reshot the retail spaces at Phoenix Marketcity Kurla and Pune for the official website.

What I did

At Afterhours Films I was the brand’s main point of contact and directed the films. I also ran the business side: budgets, vendor sourcing and negotiation, billing and accounts.