ramta jogi

brief>
Ravi from Maison Ravi came to me with a new desi denim line.
inspired by south asian culture, but lacking that kind of visual representation in new york. he wanted to spice up this launch.

approach>
I leaned into that gap. built a cast that felt like the brand. sharp features, warm smiles.
a mix of edge and familiarity.

we shot in new jersey’s indian market.
used colours, textures, everyday elements that instantly feel desi, but pushed them to look more editorial.

the focus was simple. keep it fun. because that’s what the clothes felt like.
I carried that through in post as well. added a bit of spunk, movement, energy.

called it *ramta jogi*.
felt like if the song had visuals in this world, this would be it.

result>
a campaign that feels rooted but not expected.
edgy, playful, and very desi.

something that opened up the brand to a wider, more relatable audience.
creative direction, casting, styling, photography and post-production by me.