Global Brand Campaign

ANdAZ: Be Like
No One’s Watching

Services
Creative Direction
Artist Management
Production
Post Production

The Challenge
Andaz isn’t just another luxury hotel brand, it’s about embracing individuality, breaking the mold, and creating spaces where people can truly be themselves. The challenge was to bring this philosophy to life through a global content campaign, collaborating with artists who embodied this spirit in their own work.

The Approach
We set out to tell real stories with four artists, four cities, four unique perspectives. Each artist wasn’t just featured; they were part of the narrative, showing how their creative process and personal philosophy aligned with Andaz’s ‘Be Like No One’s Watching’ ethos.

• Bali – Mulyana, a sculptural artist known for his intricate crochet work, bringing imagination to life through handcrafted worlds.

• Xiamen – Chen Du, a young musician redefining the Erhu, blending tradition with her own modern style.

• Seoul – BazBon, a contemporary artist using pop culture and fashion to create bold, expressive characters.

• Delhi – Guy Vadas, an Australian potter.

As Creative Director and Producer, I shaped the storyline, assembled the production team, and traveled across three cities to direct the shoots. For Delhi, I oversaw the direction remotely and managed post-production across all four films.

The Result
This was more than a campaign, it was an artistic showcase of self-expression. The films brought Andaz’s brand philosophy to life, celebrating creativity, individuality, and the beauty of embracing who you are, no matter where you are.