Tanvi Madkaiker - Advertising 1

Brand: BASK Wines & Coolers
Company: Arterra Wines
Creative Director: Maneesh Malhotra

Creative Brief: BASK is a zero-sugar wine brand gaining momentum with health-conscious, lifestyle-driven consumers. The goal was to create a set of visuals that feel fresh, summery, and effortless — the kind of moments you’d want to step into. The tone leans into real life with a layer of ease and charm that aligns with the brand’s clean, modern identity.

Creative Approach: While the images feel sunlit and spontaneous, most were lit using a thoughtful mix of ambient and artificial light. This technique allowed the product to stay visually strong within each frame while maintaining a natural, airy mood. The lighting approach gave us flexibility and helped the visuals feel consistent across different scenes.
Casting focused on individuals with an easygoing presence and strong on-camera energy. They bring a sense of familiarity and warmth, while still delivering the kind of style and confidence that elevates the imagery. The result is a cast that feels both approachable and magnetic.
Locations were selected to reflect a slightly elevated lifestyle. Each space brought in soft textures, warm tones, and architectural interest that supported the brand’s summer-forward vibe. Everything was chosen to feel fresh, inviting, and in sync with the kind of moments BASK wants to be part of.

Brand: Rakuten Kobo
Product: KOBO Elipsa 2E
Lead: Robert Feher, Sr. Manager, Marketing Strategy.
Photography, Creative Direction: Tanvi M

The Brief:
The Kobo Elipsa 2E is designed for people who use their eReader for more than just reading. With the Kobo Stylus 2, cloud-connected notebooks, and Bluetooth audiobook support, it’s built for thinking, planning, organizing, and staying focused. The goal for this shoot was to reflect that kind of user and show the device as a tool for daily life.

The Approach:
Each image was created to stand on its own and to capture the feeling of being fully absorbed in the moment. Whether someone was deep into a book or sketching out an idea, the energy needed to feel focused and personal.

I pushed for casting real people, including some who had never been in front of a camera before. That decision added a layer of honesty and relatability that aligned with how the product is actually used. We brought in small business owners, creatives, and professionals who represent Kobo’s more engaged users. A diverse cast also made the set of visuals feel more inclusive and interesting.

Lighting was fully artificial but shaped to feel like natural light. This gave us control over the look while still keeping everything soft and lifelike. Locations were chosen to feel lived-in and familiar—spaces where people actually think, work, and unwind.

The final images feel grounded, warm, and intentional. They reflect how the Elipsa 2E fits into real routines, and how it supports focus, clarity, and creativity.