Overview
Every touchpoint spoke a different language. Cinematic energy on television. Flat product chrome on the home screen. Generic UI past that. Someone who saw ₹3 Crore on TV opened the app to something that didn't look like the same brand — let alone the same campaign. The brief: compress a full TVC into 10-12 seconds, under 100kb, without it ever looking like an ad. If it read as a banner, people would skip it like they skip every banner. So the discipline wasn't volume — it was belonging. Sit inside the UI, not on top of it. The prize, first. The join button, second. Nothing else competing for the read. Shoot direction, talent posing, and logo lockups were all re-evaluated against the product's own visual language, not just the campaign's.
Every touchpoint spoke a different language. Cinematic energy on television. Flat product chrome on the home screen. Generic UI past that. Someone who saw ₹3 Crore on TV opened the app to something that didn't look like the same brand — let alone the same campaign. The brief: compress a full TVC into 10-12 seconds, under 100kb, without it ever looking like an ad. If it read as a banner, people would skip it like they skip every banner. So the discipline wasn't volume — it was belonging. Sit inside the UI, not on top of it. The prize, first. The join button, second. Nothing else competing for the read. Shoot direction, talent posing, and logo lockups were all re-evaluated against the product's own visual language, not just the campaign's.
CLIENT
Dream11
YEAR
2025
DELIVERABLES
Visual Design Concept Architecture Campaign-to-Product Translation ROLE Owned the TVC-to-product visual translation and designed the flagship Home screen myself, directing an animator and designer to extend it across motion and the remaining touchpoints, with final sign-off on each for consistency with the core visual language.
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