Asian Paints had hundreds of beautifully designed spaces using its products across India and no way to turn that into authority with the architecture and design community. The spaces existed and so did their relationships with designers. What didn’t exist was a content platform that could make those relationships visible and meaningful.
That’s what Masters Gallery was built to be.
Selection
Of the 100 projects on their radar, we selected 40 across two seasons — filtering by the right mix of spaces, cities, scales, and product applications. With an eye on not just the most impressive projects, but the most representative ones.
A different format
Design documentation videos in India typically ran 7–8 minutes: linear, walkthrough-led, academic. Asian Paints asked for two minutes. The shorter format forced sharper decisions. Less walkthrough, more point of view and design portraits rather than project films.
The approach
Many of the designers featured had never been professionally filmed before. Building trust, from the first conversation through to the shoot, was part of the work. That care showed in the films.
Across two seasons we built out the platform: 18 films, 7 teasers, trailers, photography for all 40 projects, and the Masters Digest, a mobile-first journal documenting the series.
What followed
The project ran until the pandemic. By then, the two-minute format had begun appearing in design content beyond Masters Gallery. The A&ID community had noticed. So had the designers we featured, many of whom remain part of Fish Do It’s world today.
Role: Creative Direction, Content Production, Marketing & Promotions
2019, 2020
With Ishita Sitwala, Niveditaa Gupta, Sahil Shah