The Campaign
A year-long storytelling platform built around individuality.
Kalki
Jim
Zeenat
Kusha
Shefali
Lakshya
12
Ambassadors
52
Looks
200+
Campaign Assets
12
Months of Storytelling
The Brief
Tyaani brought together 12 ambassadors spanning generations, identities and perspectives. The challenge wasn’t simply to create a celebrity campaign.
It was to build a narrative platform that could unite distinct personalities, give the brand a stronger emotional point of view, and sustain a year-long storytelling rollout from a limited number of production days.
The Idea
Rather than asking ambassadors to represent the brand, the campaign invited them to represent themselves.
Each film explored a different expression of strength, creating a platform that felt personal, culturally relevant, and expansive enough to unfold across an entire year.
The System
01
12 Forces
02
4 Looks Per Ambassador
03
Photo & Video Production
04
Reels & Stories
05
12-Month Rollout
Ambassador Gallery
01
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02
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03
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04
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05
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06
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07
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08
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09
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10
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11
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12
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My Role
Strategy
Narrative Development
Scriptwriting
Production & Post-Production
Deployment
The Impact
What began as a one-day shoot evolved into a year-long storytelling ecosystem.