How does ad film styling work?
I first get a brief from the ad director about the look, colour scheme etc. Then I start compiling a look book, where I put together all my references, sketches, swatches of fabrics. I next present these in the pre-production meeting between the client, production house and agency. After approval, I call the models for their measurements - which are often incorrect - source the clothes and finalise the look. I have to be present during most shoots.
What kind of education does one need?
Although it helps if one has technical knowledge about fabrics, sketching etc, this is not compulsory. When I hire assistants, I'm looking at their hands-on work, their interest levels and dedication.
Why ads? Why not feature films?
Advertising is more streamlined and professional than feature films. And the best part about working for ads films is that, if I can't stand someone I'm working with, I know I just have to tolerate them for two or three more days.
How do you unwind?
Whenever I get a weekend off, I run away to Alibaug, Kashid or Goa. The sea is therapeutic for me.