09/01/2026
Commissioned by Apple, we developed the creative campaign for South Asian Heritage Month 2025.
Drawing from her lived experience between Delhi and London, shaped the creative approach around the idea of in-betweenness. A constant movement between worlds, languages and states of remembering and simply being.
The resulting work explores organic, flowing, and undulating forms. Reciprocal textures shaped by the depth, motion and interconnectedness of cultures across South Asia. Custom campaign typography was
created by
The campaign launched across ecosystem, including the App Store, Apple TV app, Music, Books and Podcasts, and extended to a special-edition Beats Studio Pro sleeve.