𝘑𝘢𝘨𝘳𝘢𝘵𝘪 𝘔𝘢𝘳𝘸𝘢𝘩𝘢 is a multidisciplinary visual artist from Delhi, India. Art Elixir (elixir /ɪˈlɪksɪə/ a magical potion) is a space she creates photographs, art films, paintings, writes poetry and directs music videos. her childhood was filled with charcoal sketches and sculpting clay & stones, till she got her hands on a film camera at the age of 14. she is inspired by old worn out books, grains in photographs, nature and human emotions. through art elixir, jagrati is building a legacy of artworks that may heal us and expands our magic. her ultimate dream is to evolve into a film director.
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We looked inside some of the posts by artelixir and here's what we found interesting.
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2
Reblog Per Post
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Time Between Posts
5 hours ago
Number of Posts By Type
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17
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Isharya
(1/2)
Embarking on my inaugural campaign shoot marked the inception of a profound partnership with Isharya, a distinguished luxury jewelry brand. This collaboration evolved into a year-long retainer-ship, coupled with engaging freelance projects. Assuming the position of their in-house content creator, I undertook multifaceted responsibilities encompassing photography, videography, photo and video editing, art direction, and direction. My role extended to strategic tasks such as mood-boarding, orchestrating campaigns, curating model alts for E-Commerce shoots, and arranging flat lays. This journey epitomized a harmonious blend of artistic prowess and professional commitment.
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It’s You and Your Eyes ; Stills
Introducing my directorial debut – a captivating music video for Alt Rock artist Moli's track, "It's You and Your Eyes." Conceived from a collaboration with the musician, we meticulously crafted the concept through storyboarding, blending our ideas seamlessly. I curated a talented team, featuring individuals like Toshada Uma, and scouted picturesque locations. On set, I assumed a multifaceted role, creatively overseeing production, directing sequences, managing the makeup and styling team, coordinating art direction, and capturing moments as the photographer. This all-encompassing project unfolded over a span of 5 days, a testament to our collaborative effort.
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Music Video Direction
Introducing my directorial debut – a captivating music video for Alt Rock artist Moli's track, "It's You and Your Eyes." Conceived from a collaboration with the musician, we meticulously crafted the concept through storyboarding, blending our ideas seamlessly. I curated a talented team, featuring individuals like Toshada Uma, and scouted picturesque locations. On set, I assumed a multifaceted role, creatively overseeing production, directing sequences, managing the makeup and styling team, coordinating art direction, and capturing moments as the photographer. This all-encompassing project unfolded over a span of 5 days, a testament to our collaborative effort.
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The Audi Experience.
Love & Other Bugs' dynamic duo, Shereen and Trishala Sikka, enlisted my photographic expertise for their collaboration with AUDI. Curating a collection of ensembles from Huemn and HOUSE of SŌHN, the fashion-forward sisters provided a canvas for creativity. Inspired by the uniformity, geometry and the prime colors of the Budh International Circuit’s track, I envisioned an impromptu editorial-style look book.
Taking the concept beyond the track, I proposed exploring the adjacent lawns, where meticulously maintained large plants served as a picturesque backdrop. This decision added a layer of depth to our portraits, creating a compelling contrast to the sleek style captured on the track.
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For Aryan Khan’s D’yavol Workshop.
Collaborating closely with D’yavol’s team, I spearheaded to create compelling visuals and a video edit that channels the vibrant atmosphere of 90’s clubs for their sophisticated new Vodka product.
The objective was to incorporate elements of retro aesthetics, infuse a sense of fun, and employ fast-paced cuts along with quirky animations. As the multidisciplinary professional handling photography, videography, video editing, and directing, we successfully brought this project to life.
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Kokūn ; The Label
(2/2)
I explored the vicinity of abandoned houses located a few blocks away from my studio. I captured images showcasing the unkempt and forgotten houses intertwined with the raw, untouched nature that had claimed the area.
The label expressed enthusiasm for the scouting process, and the subsequent campaign unfolded seamlessly, driven by a flow state of creativity.
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Kokūn ; The Label
‘Kokun,' seeks to be synonymous with nature's cocoon, their designs seek to provide the same comfort & warmth.
(1/2) I was approached by the label to lead a campaign named "Moon Shadow," featuring pieces that transition from black and midnight blue to whites in an ombré effect. The label granted me complete autonomy over the creative direction and photography aspects. Their recommendation was to cultivate a dark and grungy mood, emphasising an outdoor night setting.
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Musician ; ADYTY
Singer and songwriter, ADYTY, commissioned the photo and video project, Elemental, a collaborative endeavour that we conceptualised. Our creative journey unfolded at Delhi's Anvaya, a boutique resort chosen for its unique ambiance. The essence of this project drew inspiration from nature, intrinsic architecture, and the artistic spirit of Van Gogh, particularly his profound connection with the color yellow.
In one striking moment of artistic homage, I recreated Van Gogh's iconic Sunflowers on the artist's back during the early morning hours, capturing the essence of the masterpiece in the soft light of dawn. This project, a synthesis of musical and visual artistry, stands as a testament to the intersection of nature, architecture, and the timeless influence of great artists.
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