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Aretto: By Design. By Name.
Project type
Social Media Campaign - Cinematography
Date
November' 2023
Location
Pune
Director Of Photography
As the Director of Photography, my focus was to visually express Aretto’s identity through its distinctive silhouette and design language. Each reel was framed to highlight form, texture, and movement, ensuring the product remained central while feeling natural and wearable.
Alongside this, the campaign playfully addressed the mispronunciation of “Aretto.” I leaned into candid moments with the team, using simple compositions, controlled lighting, and observational camera work to keep the humour honest and relatable rather than staged.
By balancing design-led visuals with spontaneous interactions, the camera helped turn a brand challenge into an engaging narrative — strengthening recall while staying true to Aretto’s personality and visual ethos.
This campaign for Aretto revolved around two defining pillars of the brand — its distinctive silhouette and its identity. Through a series of social-first reels, the content highlighted the design philosophy, craftsmanship, and visual language that set Aretto apart.
Alongside product storytelling, the campaign addressed a recurring brand challenge with humour — the frequent mispronunciation of “Aretto.” By featuring Aretto’s own team and leaning into candid, relatable moments, the reels turned a common pain point into an engaging narrative. The tone remained playful yet intentional, making the correct pronunciation memorable without feeling forced or instructional.
Visually, the approach balanced clean, design-led frames with natural, unscripted interactions, ensuring the content felt authentic and human. Each reel was crafted to strengthen brand recall while staying true to Aretto’s personality — confident, self-aware, and design-driven.
The result was a campaign that not only showcased the product and its silhouette but also reinforced brand identity through storytelling, humour, and relatability — making Aretto easier to remember, easier to pronounce, and harder to forget.
