MUMBAI: An Indian integrated communications marketing agency, Disrptve Communications, which focusses on blending creativity and technology, recently unveiled a storytelling asset for Delhi-based designer Sarab Khanijou. The AI-crafted asset, DHUN — A Melody in Motion, showcases Sarab’s couture collection, presenting hand-embroidered craftsmanship through the lens of generative AI.
For this project, Disrptve Communications delved deeper into transforming a sector’s perception based on tangibility into an immersive digital visual narrative without changing the fundamentals. The agency’s in-house tech and creative divisions looked to ensure that every frame presented the rhythm and originality of Khanijou’s collection.
The process started with a highly detailed photo capture framework designed by Disrptve’s tech team to ensure perfect lighting and uniformity across every garment. The detailed photoshoot saw numerous high-resolution images that helped capture the depth of embroidery, sequins, and the fabric’s movement. These captures were used to train custom lightweight AI models, LoRAs, to present unique visual and textural output.
Fortified with these tailored models, Disrptve’s creative team built several mood-driven compositions inspired by DHUN’s themes of rhythm, heritage, and motion. Using a proprietary workflow that integrates Flux, and advanced inpainting techniques, Disrptve recreated the garments with spotless precision to ensure that the couture’s emotion remained intact while elevating its perception through AI.
Speaking about the digital asset, Chetan Chopra, Chief Business Officer, Disrptve Communications, said, “It has been an honour to work on Sarab’s unique project in telling the tale of couture’s timeless heritage through modern-day AI’s lens. What we achieved with DHUN is more than mere digital enhancement but a contemporary way of storytelling where AI doesn’t replace creativity but refines it. We’re enabling designers to visualise their craft in ways that were previously not thought of.”
The outcome was a campaign shoot and teaser videos that captured the unique movement, emotion, and craftsmanship of DHUN. Designer Sarab Khanijou was initially skeptical about bringing AI and couture together. He was moved upon seeing the final results. Sarab said, “Seeing the photos and videos, I was convinced I made the right choice. The Disrptve team has brought to life a contemporary flavour of age-old Indian traditional wear design.”
Disrptve Communications added that it is contributing steadily to AI-driven creative production, showcasing how technology can uplift storytelling for an array of industries, including fashion, entertainment, and luxury branding
