Content Director at XTCY
I joined XTCY early and helped shape the brand from the inside out. How it looks, sounds and moves. Worked directly with the founder to turn a raw, chaotic mix of creative ideas into a high-output content machine that fueled everything from launch campaigns to retail expansion.
I set up the full content ecosystem: led a team of editors and DPs, built workflows from scratch, and introduced AI tools, asset libraries, calendars, and pipelines that made it possible to produce multiple pieces a week and pull off high-touch campaigns without breaking stride. I ideated and executed end-to-end brand campaigns and event experiences, translating creative strategy into actionable production workflows. This involved building concept decks, scripting AV content, and managing tight coordination across design, video, and growth teams.
I set up the full content ecosystem: led a team of editors and DPs, built workflows from scratch, and introduced AI tools, asset libraries, calendars, and pipelines that made it possible to produce multiple pieces a week and pull off high-touch campaigns without breaking stride. I ideated and executed end-to-end brand campaigns and event experiences, translating creative strategy into actionable production workflows. This involved building concept decks, scripting AV content, and managing tight coordination across design, video, and growth teams.
For events, I led the full content pipeline from pre-visualization and shot planning to on-ground execution and post-event edits, ensuring cohesive storytelling across physical and digital touchpoints. Each campaign was structured with modular assets, allowing rapid deployment across paid, organic, and owned channels with minimal turnaround.
I directed and edited the brand film that defined the XTCY mascot, now seen across packaging, screens, and social feeds. I led shoots for new flavours, dialed in everything from concepts to lighting setups to final color grades. We pushed out everything from UGC-style Reels to stylised product drops to high-energy post-event recaps.
I directed and edited the brand film that defined the XTCY mascot, now seen across packaging, screens, and social feeds. I led shoots for new flavours, dialed in everything from concepts to lighting setups to final color grades. We pushed out everything from UGC-style Reels to stylised product drops to high-energy post-event recaps.
I teamed up with marketing and product to shape experiences end to end, co-leading store setups, helping plan IRL events, and jumping in with creators, stylists, and partners to get content done in the moment. No silos. Just speed, taste, and alignment.
I trained new editors, built systems they could instantly plug into, and grew a team that could operate fast without burning out. Culture mattered so we kept it collaborative, experimental, and fun. That energy showed up in the work.
Mango Flavor Launch
Full-stack campaign execution.
• Led creative development from deciding flavours to launch strategy
• Directed all production phases: pre-pro, shoot supervision, post
• Managed collaborations alignment, internal decks, and rollout timelines
• Delivered high-performing content across static, video, and experiential formats
This was XTCY’s most successful launch to date: measurable lift across sales, engagement, and brand awareness.
• Led creative development from deciding flavours to launch strategy
• Directed all production phases: pre-pro, shoot supervision, post
• Managed collaborations alignment, internal decks, and rollout timelines
• Delivered high-performing content across static, video, and experiential formats
This was XTCY’s most successful launch to date: measurable lift across sales, engagement, and brand awareness.
Dirty Jungle x XTCY Nightlife
Content-led brand placement through experiential IP.
• Shot, directed, and edited nightlife visuals to build brand’s cultural equity
• Developed visual language for nightlife-focused IP with Dirty Jungle
• Delivered multi-format assets (reels, short docs, stills)
Positioned XTCY as a nightlife-adjacent energy brand with high youth relevance.
• Shot, directed, and edited nightlife visuals to build brand’s cultural equity
• Developed visual language for nightlife-focused IP with Dirty Jungle
• Delivered multi-format assets (reels, short docs, stills)
Positioned XTCY as a nightlife-adjacent energy brand with high youth relevance.
XTCY Mandem Pool Party
Shot and directed a high-impact lifestyle campaign during the Mandem Pool Party.
• Captured real moments: movement, water, sweat, dance, chaos
• Delivered shortform and stills for high-reach social rollout
• Fast, dynamic edits built around sound and mood
• Captured real moments: movement, water, sweat, dance, chaos
• Delivered shortform and stills for high-reach social rollout
• Fast, dynamic edits built around sound and mood
This wasn’t a brand shoot pretending to be a party. It was a real party, and we shaped content around the energy without killing the vibe. Built for social, but lived beyond it.
Bangalore FC Campaign
Strategic brand partnership execution in sports vertical.
• Created campaign concept post BFC sponsorship deal
• Produced and directed content with players across digital touchpoints
• Coordinated with brand and club teams for approvals, logistics, and deployment
Established XTCY’s presence in Indian sports and created high-recall brand associations.
• Created campaign concept post BFC sponsorship deal
• Produced and directed content with players across digital touchpoints
• Coordinated with brand and club teams for approvals, logistics, and deployment
Established XTCY’s presence in Indian sports and created high-recall brand associations.
Bhag x XTCY Redi Campaign
Hybrid brand activation + content campaign.
• Designed physical + digital brand activations (DJ cart, branded runs, event content)
• Directed video coverage, edited high-volume assets for social rollout
• Managed influencer onboarding, scheduling, and delivery
Combined athletic subculture with nightlife visuals to expand reach across communities.
• Designed physical + digital brand activations (DJ cart, branded runs, event content)
• Directed video coverage, edited high-volume assets for social rollout
• Managed influencer onboarding, scheduling, and delivery
Combined athletic subculture with nightlife visuals to expand reach across communities.
Knox x Joel Series
Founder-led storytelling with lifestyle fitness positioning.
• Directed video series capturing Joel (Knox Gym) in real-world training environments
• Focused on low-light, early-morning, documentary-style shooting
• Delivered shortform edits optimized for social performance
Built authenticity and gave XTCY a credible place in the high-performance fitness space.
• Directed video series capturing Joel (Knox Gym) in real-world training environments
• Focused on low-light, early-morning, documentary-style shooting
• Delivered shortform edits optimized for social performance
Built authenticity and gave XTCY a credible place in the high-performance fitness space.
Artist Content Series
Music + brand storytelling.
• Shot, directed, and edited creator-first content with artists like Nida, Zefaan & more
• Captured BTS, performances, and post-produced stylized edits for Reels
• Built a consistent creator content pipeline tied to brand aesthetic
Increased brand visibility among music-forward audiences and built social resonance.
• Shot, directed, and edited creator-first content with artists like Nida, Zefaan & more
• Captured BTS, performances, and post-produced stylized edits for Reels
• Built a consistent creator content pipeline tied to brand aesthetic
Increased brand visibility among music-forward audiences and built social resonance.
Dhruv Challenge Series
Format-driven creator campaign.
• Conceptualized shortform challenge-based campaign around creator Dhruv
• Directed single-day shoot with multiple deliverables
• Delivered punchy, fast-cut edits with CTA baked into visual structure
Efficient engagement driver with tight cost-to-output ratio.
• Conceptualized shortform challenge-based campaign around creator Dhruv
• Directed single-day shoot with multiple deliverables
• Delivered punchy, fast-cut edits with CTA baked into visual structure
Efficient engagement driver with tight cost-to-output ratio.
PR Peti Campaign
Product-focused social drop.
• Creative directed all content around a designed PR box created by our team
• Shot campaign visuals (stills + shortform), sourced and coordinated with influencers
• Built visual and verbal direction for a quirky, high-aesthetic social post series
Strong support asset for brand’s design-first positioning.
• Creative directed all content around a designed PR box created by our team
• Shot campaign visuals (stills + shortform), sourced and coordinated with influencers
• Built visual and verbal direction for a quirky, high-aesthetic social post series
Strong support asset for brand’s design-first positioning.
DLTA Pickleball Event Coverage
Event-based brand integration.
• Shot and edited kinetic sports content around pickleball activation
• Maintained brand visual identity while capturing live gameplay and crowd interactions
• Delivered reels, stills, and story assets within 48 hours
Demonstrated agility in live event coverage with consistent visual tone.
• Shot and edited kinetic sports content around pickleball activation
• Maintained brand visual identity while capturing live gameplay and crowd interactions
• Delivered reels, stills, and story assets within 48 hours
Demonstrated agility in live event coverage with consistent visual tone.
Khali Campaign Coverage
Celebrity collab documentation.
• Shot and delivered media for XTCY x Khali campaign assets
• Focused on fast turnaround, wide reach social clips
Used primarily for amplification and presence, not core storytelling.
• Shot and delivered media for XTCY x Khali campaign assets
• Focused on fast turnaround, wide reach social clips
Used primarily for amplification and presence, not core storytelling.
Mascot Movie
Scripted shortform creative piece.
• Wrote and directed narrative short featuring fictional XTCY mascot
• Balanced humor and surrealism while staying within brand tone
• Delivered a unique creative asset outside typical campaign work
Explored brand storytelling through fictional character work.
• Wrote and directed narrative short featuring fictional XTCY mascot
• Balanced humor and surrealism while staying within brand tone
• Delivered a unique creative asset outside typical campaign work
Explored brand storytelling through fictional character work.
Sports & Active Brand Collabs
Support content for co-branded partnerships.
• Shot, directed, and edited quick sports-driven content in multiple formats
• Delivered assets used across both partner and brand pages
These weren’t campaigns, but they supported XTCY’s sport + movement image.
• Shot, directed, and edited quick sports-driven content in multiple formats
• Delivered assets used across both partner and brand pages
These weren’t campaigns, but they supported XTCY’s sport + movement image.
I wasn’t just making content. I was in the room when ideas were born, on set when things got messy, and in the edit bay when it was all on the line. I’ve built campaigns from scratch, worked across teams, handled the pressure, and made sure the work hit visually, emotionally, and strategically.
This job taught me how to move between chaos and clarity. How to speak brand but also speak real. How to take a wild idea and make it land. And honestly, how to keep creating even when things don’t go to plan.
Every piece of work here taught me something and that’s what I carry forward.
Creative Production at The Lil Flea Delhi (with Ayesha Adlakha)
At The Lil Flea Delhi, I led creative production across three days with Ayesha Adlakha as host. I managed everything from on-ground video coverage to final edits — capturing the energy of the festival through live music sets, crowd shots, brand activations, food stalls, and art installations. Working closely with The Lil Flea’s social team, I shot and pushed out real-time story content during the event. I also filmed Ayesha’s guided tours of the venue, spontaneous interactions with brands, and candid moments that brought the vibe to life.
Beyond atmosphere, we focused on storytelling. I shot interviews with major acts like Indian Ocean and Tanya, and captured conversations with indie creators, brand founders, and attendees, mixing polish with spontaneity. Post-event, I took the lead on editing: delivering a high-impact after movie, Ayesha’s full tour video, and a range of social-first edits optimised for Instagram and YouTube Shorts. Throughout, I owned the creative direction while collaborating with The Lil Flea team to stay aligned on tone and platform goals.
Benventuo Grazie
Captured high-resolution product imagery tailored for Myntra, Amazon, and D2C platforms, ensuring consistent framing, color calibration, and file naming aligned with SKU requirements. Simultaneously filmed vertical and landscape video assets using stabilized handheld and static rigs, designed for use across reels, PDPs, and brand channels.
Edited and delivered both stills and motion content within a quick turnaround, integrating LUTs and audio design to match brand tone. Maintained asset delivery pipelines for export specs across platforms, ensuring content was deployment-ready at wrap.
I executed a full-funnel content production campaign for Benventuo Grazie, covering pre-production, direction, and post. Conceptualized and developed a hybrid shoot workflow optimized for both e-commerce and brand storytelling. Managed on-set execution, including lighting setups, camera ops (dual system for stills and motion), and real-time shot coordination with models and stylists.
Created a cohesive visual identity across platforms, I established a consistent lighting and color profile that could scale across both studio and lifestyle setups. Camera settings, lens choices, and framing were predefined to maintain continuity between product flat lays, model-on-body shots, and motion clips.
I also integrated brand cues into set design and styling to reflect Benventuo Grazie’s tone — minimal, clean, and modern. During post, I created modular video edits that could be adapted for Instagram Reels, PDP autoplay loops, and paid media placements, each tailored to specific aspect ratios and durations.
The entire workflow was built to minimize redundancy, reduce asset turnaround time, and equip the brand with a versatile library of high-impact content tailored for e-commerce, social media, and digital marketing use.
