WE LEANED INTO STILLNESS.
CHALLENGE
AMPM’s aesthetic is understated— but in a digital space that rewards loud and flashy, subtlety risks invisibility. The goal was to produce visuals that supplement the brand's latest collection launch, keeping in mind the brand's signature restraint while still making it feel alive.
Founded by Priyanka Modi and Ankur Modi, AMPM is high-end fashion label recognised for its feminine silhouettes, effortless luxury, and designs that are transitional, modern with an inate Indian-ness.
In contrast to static minimalistic images that do little, we conceptualised and directed three short short-form videos to achieve a dynamic sense of subtlety. Inspired by the element of water, they reflected the brand's core sense of fluditiy and movement, blending with their catalogue's nuanced craftsmanship.
The result was a visual series that felt as effortless as the garments themselves.