Most campaigns try to place a product into someone’s life. This time, the story began the other way around.

Phalguni Kapoor Guliani - curator, storyteller, and cultural force - came to us with a vision: to bring Hidesign’s Art in Our Lives collection into her everyday rhythm. One that’s shaped by canvases, conversation, and the quiet poetry of Delhi’s corners.

We led the creative end-to-end - from building the moodboard to final styling and production. Each look, each frame was designed not to showcase a bag, but to reflect a way of living. A life where art isn’t separate - it’s stitched into your mornings, your cafés, your evenings at Piano Man.

This wasn’t a campaign. It was a collaboration. Rooted, intuitive, and real.

Built like it was our own. With heart, and hustle.