2025
XTCY
Engineered the brand's visual identity by leaning into culture, turning fresh energy into polished, high-end moments that actually land.
Creative Direction
Marketing
Case Study
Strategic content direction and full-stack production designed to move at the speed of fast culture. The brand’s visual identity was engineered to dominate the scroll and define a new standard for Gen Z engagement.®
Full stack execution for the brand’s biggest drop.
Working directly alongside the founder, the role involved driving the brand's creative evolution from the initial flavor concept through to the final rollout, ensuring every touchpoint hit the mark. This meant owning the entire process from strategic planning and scouting talent to building a dedicated content team from the ground up to execute the vision. Under this direction, the team produced a high-octane mix of campaign assets, including the iconic "Mango Peti" series, which successfully triggered XTCY’s most significant peaks in sales, social engagement, and cultural authority.
XTCY Redi Rave
The Mango Redi Rave: Engineering a Viral Cultural Reset
The "Mango Redi Rave" was a strategic masterclass in high-impact, low-friction guerrilla marketing. By placing a DJ on a traditional mango cart and triggering a spontaneous street-side activation, the project successfully hijacked the urban narrative, turning a low-budget concept into a viral powerhouse. This wasn't just a stunt; it was a calculated play in authenticity that resonated far deeper than traditional high-spend campaigns. The idea was built on the realization that raw, unfiltered energy is the ultimate currency in Gen Z culture, and the execution proved it.
The impact was immediate and widespread, with major marketing and culture platforms picking up the activation as a benchmark for sharp, innovative brand strategy. It was widely praised for its ability to cut through the digital noise by grounding the brand in the reality of the streets while maintaining a high-energy, aspirational vibe. The success of the "Redi Rave" was so definitive that it sparked a wave of imitation, with other brands attempting to replicate its gritty, spontaneous aesthetic. By proving that a strong creative pivot and a deep understanding of subculture can outperform massive corporate budgets, this project secured XTCY’s position at the very center of the cultural conversation.
Mascot Feature
The Mascot Narrative: Architectural World-Building and Cinematic Execution
The "Mascot Movie" was a total creative overhaul, designed to transform the brand’s persona from a static graphic into a living, breathing cultural character. This project moved beyond the realm of standard social content, serving as an exercise in architectural world-building that brought the brand’s identity into a cinematic space. By treating the mascot with the same technical rigor and narrative depth usually reserved for feature films, the project established a high-fidelity visual standard that redefined what a Gen Z lifestyle brand could look like.
As a ground-up build, the process required owning the entire production lifecycle, from the initial creative strategy and complex logistical planning to the high-speed shooting and meticulous post-production. Every frame was engineered to reflect a gritty yet polished aesthetic, utilizing professional-grade editing and a premium color grade to ensure the final product felt intentional and high-end. This shift from simple marketing to cinematic storytelling proved that technical precision is the ultimate differentiator in a crowded digital landscape. By elevating the mascot into a cinematic universe, the project didn't just capture attention; it built a lasting visual legacy that gave the brand a distinct, unshakeable personality.
Bhag Club Runs
Bridging the gap between high-performance sports and the raw pulse of the underground. From midnight runs to action-based athlete series, the strategy was to embed the brand directly into the lifestyle of New Delhi’s most active subcultures.
The work spanned a massive range of environments, requiring a flexible but consistent creative direction. For the Bengaluru FC collaboration, the focus was on conceptualizing player challenges and documenting the high-energy stadium activations where the brand met the fans. This energy carried over into the nightlife and music scene, where projects like the Nonsense music video with "The Great Khali" and the "Dirty Jungle Club" series were directed to capture a raw, nighttime aesthetic. By managing the logistics for the XTCY pool party and executing the high-fidelity PR Peti campaign visuals, the output successfully bridged the gap between luxury packaging and street-level reality. Every piece of content, from the polished ad series to gritty artist profiles, was built from the ground up to ensure XTCY didn't just inhabit these spaces but defined them through a high-octane, professional lens.
More Works
(GQ® — 02)
©2026
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
2025
XTCY
Engineered the brand's visual identity by leaning into culture, turning fresh energy into polished, high-end moments that actually land.
Creative Direction
Marketing
Case Study
Strategic content direction and full-stack production designed to move at the speed of fast culture. The brand’s visual identity was engineered to dominate the scroll and define a new standard for Gen Z engagement.®
Full stack execution for the brand’s biggest drop.
Working directly alongside the founder, the role involved driving the brand's creative evolution from the initial flavor concept through to the final rollout, ensuring every touchpoint hit the mark. This meant owning the entire process from strategic planning and scouting talent to building a dedicated content team from the ground up to execute the vision. Under this direction, the team produced a high-octane mix of campaign assets, including the iconic "Mango Peti" series, which successfully triggered XTCY’s most significant peaks in sales, social engagement, and cultural authority.
XTCY Redi Rave
The Mango Redi Rave: Engineering a Viral Cultural Reset
The "Mango Redi Rave" was a strategic masterclass in high-impact, low-friction guerrilla marketing. By placing a DJ on a traditional mango cart and triggering a spontaneous street-side activation, the project successfully hijacked the urban narrative, turning a low-budget concept into a viral powerhouse. This wasn't just a stunt; it was a calculated play in authenticity that resonated far deeper than traditional high-spend campaigns. The idea was built on the realization that raw, unfiltered energy is the ultimate currency in Gen Z culture, and the execution proved it.
The impact was immediate and widespread, with major marketing and culture platforms picking up the activation as a benchmark for sharp, innovative brand strategy. It was widely praised for its ability to cut through the digital noise by grounding the brand in the reality of the streets while maintaining a high-energy, aspirational vibe. The success of the "Redi Rave" was so definitive that it sparked a wave of imitation, with other brands attempting to replicate its gritty, spontaneous aesthetic. By proving that a strong creative pivot and a deep understanding of subculture can outperform massive corporate budgets, this project secured XTCY’s position at the very center of the cultural conversation.
Mascot Feature
The Mascot Narrative: Architectural World-Building and Cinematic Execution
The "Mascot Movie" was a total creative overhaul, designed to transform the brand’s persona from a static graphic into a living, breathing cultural character. This project moved beyond the realm of standard social content, serving as an exercise in architectural world-building that brought the brand’s identity into a cinematic space. By treating the mascot with the same technical rigor and narrative depth usually reserved for feature films, the project established a high-fidelity visual standard that redefined what a Gen Z lifestyle brand could look like.
As a ground-up build, the process required owning the entire production lifecycle, from the initial creative strategy and complex logistical planning to the high-speed shooting and meticulous post-production. Every frame was engineered to reflect a gritty yet polished aesthetic, utilizing professional-grade editing and a premium color grade to ensure the final product felt intentional and high-end. This shift from simple marketing to cinematic storytelling proved that technical precision is the ultimate differentiator in a crowded digital landscape. By elevating the mascot into a cinematic universe, the project didn't just capture attention; it built a lasting visual legacy that gave the brand a distinct, unshakeable personality.
Bhag Club Runs
Bridging the gap between high-performance sports and the raw pulse of the underground. From midnight runs to action-based athlete series, the strategy was to embed the brand directly into the lifestyle of New Delhi’s most active subcultures.
The work spanned a massive range of environments, requiring a flexible but consistent creative direction. For the Bengaluru FC collaboration, the focus was on conceptualizing player challenges and documenting the high-energy stadium activations where the brand met the fans. This energy carried over into the nightlife and music scene, where projects like the Nonsense music video with "The Great Khali" and the "Dirty Jungle Club" series were directed to capture a raw, nighttime aesthetic. By managing the logistics for the XTCY pool party and executing the high-fidelity PR Peti campaign visuals, the output successfully bridged the gap between luxury packaging and street-level reality. Every piece of content, from the polished ad series to gritty artist profiles, was built from the ground up to ensure XTCY didn't just inhabit these spaces but defined them through a high-octane, professional lens.
More Works
(GQ® — 02)
©2026
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
2025
XTCY
Engineered the brand's visual identity by leaning into culture, turning fresh energy into polished, high-end moments that actually land.
Creative Direction
Marketing
Case Study
Strategic content direction and full-stack production designed to move at the speed of fast culture. The brand’s visual identity was engineered to dominate the scroll and define a new standard for Gen Z engagement.®
Full stack execution for the brand’s biggest drop.
Working directly alongside the founder, the role involved driving the brand's creative evolution from the initial flavor concept through to the final rollout, ensuring every touchpoint hit the mark. This meant owning the entire process from strategic planning and scouting talent to building a dedicated content team from the ground up to execute the vision. Under this direction, the team produced a high-octane mix of campaign assets, including the iconic "Mango Peti" series, which successfully triggered XTCY’s most significant peaks in sales, social engagement, and cultural authority.
XTCY Redi Rave
The Mango Redi Rave: Engineering a Viral Cultural Reset
The "Mango Redi Rave" was a strategic masterclass in high-impact, low-friction guerrilla marketing. By placing a DJ on a traditional mango cart and triggering a spontaneous street-side activation, the project successfully hijacked the urban narrative, turning a low-budget concept into a viral powerhouse. This wasn't just a stunt; it was a calculated play in authenticity that resonated far deeper than traditional high-spend campaigns. The idea was built on the realization that raw, unfiltered energy is the ultimate currency in Gen Z culture, and the execution proved it.
The impact was immediate and widespread, with major marketing and culture platforms picking up the activation as a benchmark for sharp, innovative brand strategy. It was widely praised for its ability to cut through the digital noise by grounding the brand in the reality of the streets while maintaining a high-energy, aspirational vibe. The success of the "Redi Rave" was so definitive that it sparked a wave of imitation, with other brands attempting to replicate its gritty, spontaneous aesthetic. By proving that a strong creative pivot and a deep understanding of subculture can outperform massive corporate budgets, this project secured XTCY’s position at the very center of the cultural conversation.
Mascot Feature
The Mascot Narrative: Architectural World-Building and Cinematic Execution
The "Mascot Movie" was a total creative overhaul, designed to transform the brand’s persona from a static graphic into a living, breathing cultural character. This project moved beyond the realm of standard social content, serving as an exercise in architectural world-building that brought the brand’s identity into a cinematic space. By treating the mascot with the same technical rigor and narrative depth usually reserved for feature films, the project established a high-fidelity visual standard that redefined what a Gen Z lifestyle brand could look like.
As a ground-up build, the process required owning the entire production lifecycle, from the initial creative strategy and complex logistical planning to the high-speed shooting and meticulous post-production. Every frame was engineered to reflect a gritty yet polished aesthetic, utilizing professional-grade editing and a premium color grade to ensure the final product felt intentional and high-end. This shift from simple marketing to cinematic storytelling proved that technical precision is the ultimate differentiator in a crowded digital landscape. By elevating the mascot into a cinematic universe, the project didn't just capture attention; it built a lasting visual legacy that gave the brand a distinct, unshakeable personality.
Bhag Club Runs
Bridging the gap between high-performance sports and the raw pulse of the underground. From midnight runs to action-based athlete series, the strategy was to embed the brand directly into the lifestyle of New Delhi’s most active subcultures.
The work spanned a massive range of environments, requiring a flexible but consistent creative direction. For the Bengaluru FC collaboration, the focus was on conceptualizing player challenges and documenting the high-energy stadium activations where the brand met the fans. This energy carried over into the nightlife and music scene, where projects like the Nonsense music video with "The Great Khali" and the "Dirty Jungle Club" series were directed to capture a raw, nighttime aesthetic. By managing the logistics for the XTCY pool party and executing the high-fidelity PR Peti campaign visuals, the output successfully bridged the gap between luxury packaging and street-level reality. Every piece of content, from the polished ad series to gritty artist profiles, was built from the ground up to ensure XTCY didn't just inhabit these spaces but defined them through a high-octane, professional lens.
More Works
©2026
FAQ
What does a project look like?
How is the pricing structure?
Are all projects fixed scope?
What is the ROI?
How do we measure success?
What do I need to get started?