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An Idea of Freedom, by Aretto
Project type
Social Media Campaign - Cinematography
Date
August' 2025
Location
Pune
Director Of Photography
I shaped the light to carry the right emotion, carefully tuning its quality to connect with the viewer.
Through considered camera angles and movement, I captured the process from every perspective while staying true to Aretto’s visual language.
Every frame was crafted to elevate the story, aligning creative instinct with the brand’s identity.
Created for Aretto’s Independence Day campaign, this film explores freedom through a designer’s personal interpretation, approached from a visual storytelling perspective. As the Director of Photography, my intent was to translate an internal emotion into a visual language that feels instinctive, fluid, and unforced.
The designer was invited to visualise what freedom sounds and feels like, expressing it through sketches and form. The camera followed this process closely — observing gestures, pauses, and movement — allowing the artwork to evolve organically within the frame. Rather than staging moments, the focus remained on natural rhythm, subtle motion, and honest expression.
Light was treated as an emotional tool rather than a technical one. Soft, directional light and controlled shadows were used to create depth and intimacy, echoing the personal nature of the interpretation. Framing was kept minimal and deliberate, letting lines, textures, and hand movements lead the narrative without distraction.
The film captures freedom not as a defined concept, but as a lived experience — unfolding quietly through creation. Every visual choice, from pacing to composition, was made to preserve authenticity and allow the emotion behind the process to breathe.
The result is a cinematic yet intimate piece that reflects both the designer’s individuality and Aretto’s belief in creative independence — where freedom is felt, not explained.
