Currently an Extern @Beats By Dre
Creative Strategist and Content Producer
I build creative strategy from data, not just gut feel, mining thousands of reviews and competitor ads to find the one insight a brand can own and no competitor can copy.
Work samples
Same process every time: research or brief, insight, concept, execution. You can trace every creative decision back to the logic behind it.
Beats By Dre · ✅ Verified by Extern · ⏱️ In progress
Beats by Dre Creative Advertising Strategy Externship
Digital MarketingMarket ResearchJul 2026
Earn the Scroll: Interactive Ad Strategy for Adidas TERREX
Banner ads convert 0.05% of impressions today, and in this brief, Adidas TERREX needed a format people wouldn't scroll past. I designed two interactive in-read ad concepts, grounded in attention-economy research, where viewers earn the reveal instead of being served it, solving the brief's real tens
Interactive Ad DesignIn-Read / Native Display StrategyCreative Brief ResponseAd Concept DevelopmentPersonal Project · Jun 2026
Credit Where It's Due: Positioning & Ad Strategy for an AI Video Platform
AI video platforms charge credits whether a video renders or not, a pattern I found across 4,168 Trustpilot reviews. I leveraged that gap into "Credit Where It's Due," a full creative strategy for a competitor that charges only on successful outputs .
Consumer Insight GenerationCreative StrategyBrand PositioningCreative Concept DevelopmentAug 2023
Seeking Stability (Documentary)
Seeking Stability follows the Banjara community of Gurugram's market, once nomads who finally settled, now displaced four times as their market was repeatedly demolished. I directed and edited the film, which earned 8+ international festival selections, including wins for Best Documentary Short and
Documentary DirectingEnd-to-End Production LeadershipIndependent FilmmakingCreative Vision DevelopmentSep 2025
Thehra Hoon (Music Video)
A self-produced music video that grew to 600K+ YouTube views and earned national press coverage from NewsX and Inkhabar, directed and edited independently, without a label or studio backing.
DirectionVideo EditingPost-ProductionFeb 2026
Public WiFi Awareness PSA
A public service film warning viewers about the hidden risks of using public WiFi, produced for UGC-CEC. I combined AI-generated visuals with traditional editing
AIGenerative AIMay 2026
Akashvani Through the Years (AI Brand Reel)
Akashvani Through the Years is an AI-assisted brand reel for All India Radio marking 100 years of its broadcast history, condensed into a single platform-optimized asset. I scripted and structured the piece end-to-end.
Oct 2025
Kyun (Music Video)
Kyun is an independently directed and edited music video, built around one question guiding every choice: what actually holds an audience's attention, frame to frame.
Platform-Native Content FormattingVideo Editing & Post-ProductionIndependent Production ManagementAdobe Creative Suite
About me
I build creative strategy from data, not just gut feel, mining thousands of reviews and competitor ads to find the one insight a brand can own and no competitor can copy.
I build creative strategy from data, currently at Extern with Beats by Dre, and earlier in two self-directed projects turning customer reviews and competitor ads into positioning from scratch. That's backed by a creative production background: directing a music video that hit 600K+ views and earned national press coverage from NewsX and Inkhabar, and a documentary that won 8 international festival selections. Master's in Media Business Studies, IIMC Delhi.
Externships
Beats by Dre Creative Advertising Strategy Externship
Beats By Dre
Experience
Multimedia Production Intern
ITV Network · Jun 2025 - Jul 2026
Output Department Intern
NewsX · Jun 2023 - Jul 2023
Output Intern
India News · Mar 2023 - Apr 2023
Independent Filmmaker
Freelance · Jan 2023
Education
Indian Institute of Mass Communication (IIMC) , Delhi
MA (Media Business Studies) · Class of 2026
Indraprastha College for Women, Delhi University
BA (Multi-Media and Mass Communication) · Class of 2024
Film and Television Institute of India (FTII), Pune
Screenplay Writing · Class of 2025
Skills
✅ Verified by Extern · ⏱️ In progress
Beats by Dre Creative Advertising Strategy Externship
Overview
The work mapped the video-ad landscape for premium headphones across TikTok, Instagram, and YouTube. It combined an organized repository of 25–30 video ads with coded analyses of hook types, talent approaches, and platform formats. The project produced an executive summary that synthesized those findings with survey and social-listening research.
What I've accomplished
I collected and organized 25–30 video ads, coded their creative attributes across platforms, and wrote an executive summary that merged those analyses with survey and social-listening findings.
Project breakdown
I collected and organized 25–30 video ads, analyzed hook types, talent approaches, and platform formats, and wrote an executive summary that synthesized survey and social listening findings into documented creative insights.
Jul 2026
Earn the Scroll: Interactive Ad Strategy for Adidas TERREX
Banner ads convert 0.05% of impressions today, and in this brief, Adidas TERREX needed a format people wouldn't scroll past. I designed two interactive in-read ad concepts, grounded in attention-economy research, where viewers earn the reveal instead of being served it, solving the brief's real tens
Overview
Banner ads convert 0.05% of impressions today, and in this brief, Adidas TERREX needed a format people wouldn't scroll past. I designed two interactive in-read ad concepts, grounded in attention-economy research, where viewers earn the reveal instead of being served it, solving the brief's real tension: a shoe that looks lightweight but performs like a tank.
What I've accomplished
Built a full creative response to a fictional in-read brief: a scroll-triggered reveal ad and an interactive 3D cube format, each mapped line-by-line against the brief's KPIs. Backed every design choice with attention-economy research (Dentsu, Lumen x Dynata) and defined the 9-second in-view benchmark both creatives were built to earn.
Outcome
Two production-ready interactive ad concepts, each with full design rationale tracing every choice back to a specific brief requirement or research stat. Full deck: https://drive.google.com/file/d/1ZKyONOJcUGOm0DR0HUJbigY2OnhjwJqv/view?usp=drive_link
Personal Project · Jun 2026
Credit Where It's Due: Positioning & Ad Strategy for an AI Video Platform
AI video platforms charge credits whether a video renders or not, a pattern I found across 4,168 Trustpilot reviews. I leveraged that gap into "Credit Where It's Due," a full creative strategy for a competitor that charges only on successful outputs .
Overview
AI video platforms charge credits whether a video renders or not, a pattern I found across 4,168 Trustpilot reviews. I leveraged that gap into "Credit Where It's Due," a full creative strategy for a competitor that charges only on successful outputs .
What I've accomplished
Coded 1,027 negative reviews into complaint categories, mapped the audience via the 5-stage awareness model, and built an empathy map to isolate the core emotion: betrayal, not disappointment. Turned that into a positioning line, 3 ad hook variants with full scripts, Meta ad copy, and a frame-by-frame teardown of a competitor's top ad.
Outcome
A complete strategy document tracing every creative decision back to cited customer data, from raw reviews to a shootable ad script. Includes 3 tested hook variants, full Meta ad copy, and a frame-by-frame competitor ad teardown. Full project (PDF): https://drive.google.com/file/d/1JGZ2smf2SLlfz_zvqJRVYy5NQasIqIP9/view?usp=drive_link
Aug 2023
Seeking Stability (Documentary)
Seeking Stability follows the Banjara community of Gurugram's market, once nomads who finally settled, now displaced four times as their market was repeatedly demolished. I directed and edited the film, which earned 8+ international festival selections, including wins for Best Documentary Short and
Overview
Seeking Stability follows the Banjara community of Gurugram's market, once nomads who finally settled, now displaced four times as their market was repeatedly demolished. I directed and edited the film, which earned 8+ international festival selections, including wins for Best Documentary Short and Best Sound Design.
What I've accomplished
Directed, edited, and led creative strategy solo. Wins: Best Documentary Short & Best Sound Design (Asian Talent Intl Film Festival), Best Short Documentary (Director's Lens Intl). Also: Finalist, Women in Films (British University in Egypt Intl); Official Selections at Women's Bioscope Global Rolling, Kuala Lumpur Intl Film Academy Awards, and Chitra Bharati National Film Festival.
Sep 2025
Thehra Hoon (Music Video)
A self-produced music video that grew to 600K+ YouTube views and earned national press coverage from NewsX and Inkhabar, directed and edited independently, without a label or studio backing.
Overview
A self-produced music video that grew to 600K+ YouTube views and earned national press coverage from NewsX and Inkhabar, directed and edited independently, without a label or studio backing.
What I've accomplished
Handled the full process solo: made every creative and distribution call myself, wrote the treatment, directed and edited the cut, then timed the release and platform formatting around how the audience actually engages, ended up getting national press attention.
Feb 2026
Public WiFi Awareness PSA
A public service film warning viewers about the hidden risks of using public WiFi, produced for UGC-CEC. I combined AI-generated visuals with traditional editing
Overview
A public service film warning viewers about the hidden risks of using public WiFi, produced for UGC-CEC. I combined AI-generated visuals with traditional editing
May 2026
Akashvani Through the Years (AI Brand Reel)
Akashvani Through the Years is an AI-assisted brand reel for All India Radio marking 100 years of its broadcast history, condensed into a single platform-optimized asset. I scripted and structured the piece end-to-end.
Overview
Akashvani Through the Years is an AI-assisted brand reel for All India Radio marking 100 years of its broadcast history, condensed into a single platform-optimized asset. I scripted and structured the piece end-to-end.
What I've accomplished
Scripted and structured the reel, translating a century of institutional history into a format built for how modern platforms actually hold attention.
Oct 2025
Kyun (Music Video)
Kyun is an independently directed and edited music video, built around one question guiding every choice: what actually holds an audience's attention, frame to frame.
Overview
Kyun is an independently directed and edited music video, built around one question guiding every choice: what actually holds an audience's attention, frame to frame.
What I've accomplished
Managed post-production, exports, and platform-ready formatting solo, making every pacing and technical decision through an audience-first lens, how a viewer would actually experience the cut on-platform, not just how it looked in the edit suite.