For its latest campaign, ANAVILA – Sarmast collaborated with the Indian production company ELEMENTS Production Services, who took on both the production and art direction of the entire project.
ELEMENTS was responsible for the overall creative coordination, guiding the campaign from the initial concept through to final delivery. This included production management, visual development, and on-set art direction, with the aim of creating a coherent visual language that aligns closely with Anavila’s design identity.
The campaign reflects Anavila’s strong commitment to handwoven textiles, traditional craftsmanship, and contemporary Indian design. ELEMENTS translated these values into a visual narrative centered on calmness, materiality, and authenticity. Working closely with all creative partners, ELEMENTS ensured a seamless connection between artistic vision and production execution.
By combining art direction and production under one roof, the collaboration resulted in an efficient workflow and a visually cohesive outcome. The project highlights ELEMENTS’ expertise in delivering sophisticated campaigns for fashion and lifestyle brands, with a clear focus on craftsmanship, authenticity, and strong visual storytelling.
