This DVC for Element is incredibly close to my heart. It centered around four women, each quietly struggling with self-doubt. The idea was to show how something as simple as what we wear can empower us, ground us, and give us the confidence to move forward. The story was told through poetic Urdu narration, and I knew the art direction had to feel just as soft, sincere, and empowering.

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Each space had its own identity. I designed warm, personal sets that reflected each woman's inner world—from a plant-filled teacher’s bedroom to a cluttered, creative design studio, to a stage subtly revealing emotional vulnerability through carefully placed elements just out of sight. I balanced minimalism with texture, and gave visual breathing room to alternative scenes, mirroring the emotional shift from hesitation to self-belief.

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The fashion designer’s studio was my favorite to create, full of tiny details like colored swatches, hand-drawn sketches, lace samples, and moodboards I made from scratch to be used as props. Some of it didn’t even make the final cut, which honestly stung a little, but the joy of building that world made it more than worth it. The trust I was given, and the calm beauty of the brand’s vision, allowed me to experiment, flow, and create something that felt as emotionally grounded as it was visually gentle.

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Art Direction & Set Design by yours truly

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Element (clothing brand)