Jockey’s 2024 campaign for their flagship line – mens’ innerwear needed to start a relationship with Gen Z. Team Sweat started with core Jockey strengths – a brand promise of freedom, an international, premium image with a universal appeal. To that we added agency and intent to the protagonists, building stories behind the fashion spread-like imagery. The scenes capture slices of ideal life, doing stuff that make life interesting. Moments when people are themselves, comfortable in their own skin. Wearing a brand that is a second skin.
Tintin Chatterjee
Irfana Biviji
Sreekumar Puthan Veetil
Ajeet Mestry
Theron Carmine de Sousa Fashion + Lifestyle Consultant
Vinay Kanchan
Juju Basu
Antonia Steyn Photographer
Ross Hillier Director
Daniel Duval Editor
Ross Finck / Jesse Gillis Music / Sound Design
Neveen Scello Grooming
Malikah Hajee Set design
Sam Moses Styling
Marc Beresford Producer
Cool Banana Productions Production Company
Ponnappa Appaiyah
Rekha Nahar
Nihal Rajan
TV Producer & Entrepreneur by day. Amateur Tennis Player and Fluent-Russian-Speaker by night. Having spent close to a decade and a half across channels like ETC, Star Plus, Star Sports and Hotstar, he is now a gun for hire for all kinds of TV, digital and OTT content. He believes in harnessing insights and behavioural data to create brand communication that can cut through the clutter.
Ajeet Mestry, based in Mumbai, is an artist, explorer, and curious learner. Challenges keep him ticking, and his optimism fuels his ability to overcome them. He believes that artists, with their unique perspectives, have the potential to make the world a different and better place. Specializes in art direction, branding, packaging and cricket.
Director, Editor, VFX Artist & Motion Graphics Designer for everything from ad films, digital content to full-length features. His deep understanding of work funnels across media makes him a soothsayer with the gift of predicting and planning for gridlocks. With about 12 years of experience, he has been associated with brands like SonyLiv, Star Network, Titan, Pro-Kabaddi, MCX, PokerStars, Google, Apple, Royal Enfield and Vodafone. When not busy creating content, he can be seen voraciously consuming all kinds of content or on a trek in the hills around Mumbai.
TV Producer & Entrepreneur by day. Amateur Tennis Player and Fluent-Russian-Speaker by night. Having spent close to a decade and a half across channels like ETC, Star Plus, Star Sports and Hotstar, he is now a gun for hire for all kinds of TV, digital and OTT content. He believes in harnessing insights and behavioural data to create brand communication that can cut through the clutter.
An NID graduate with about 20 years’ worth of sweat (and in a few cases, blood) across brand strategy, communication, design and film. His training in architecture and film making enables to generate high-impact and compelling creative ideas that deliver positive business outcomes across mediums. When not busy doing branded content, he practices long-form storytelling for OTT series and feature films. Some of his notable pieces include his directorial debut, an award-winning feature film, ‘Siddharth: The Prisoner.’; screenwriting for an upcoming cop drama on Disney Hotstar and a public art installation for the G20 Summit. In the off season you’ll find him travelling or teaching at a design or film school.
Best-selling author, creative thinking trainer, public speaker, brand storyteller and sports encyclopaedia. He’s devised market winning strategies for multinationals, home-grown brands, start-ups, global giants, the works. He has published 3 books – The Madness Starts at 9, Lessons from the Playground and Sportivity, stocked in management college libraries in India and abroad. A football evangelist and co-founder of the Juhu Beach United. There is an award-winning feature film, loosely based on his work journey and beach football career called ‘Tu Hain Mera Sunday’.
Jonathan Dias‘s father wanted him to become some kind of engineer. Or a lawyer. Or a chartered accountant. Jonathan joined advertising and became a copywriter instead. His father wasn’t very pleased. Now he lives in Goa, playing ultimate frisbee, brewing beer and working in his spare time.
Creative director, director, writer, designer and Friday night footballer. The man behind the Star Sports’ 2015 Mauka Mauka series, India’s most viral sports campaign. Before heading the communication team for sports at Star India, he was with Contract Advertising, Saatchi & Saatchi and Grey Worldwide. Has been on the Jury at Cannes Lions and won at Cannes, One Show, D&AD, Asia Pacific Adfest. He’s worked in Mumbai, Delhi, Kolkata, Colombo and Mauritius, and now lives in Delhi with his action-movie-watching, yoga-teacher partner and live-sports-obsessed daughter.