PARTHA GOVIND KUMAR
PORTFOLIO
This portfolio is a selection of work from over 20 years of creative communication projects. The focus is on the moving image and graphic design. If there is specific types of work you are looking to view, please get in touch with the author.
This page has been designed for optimal viewing on a full sized horizontal screen. Please scroll down through the projects and click on images to view larger resolutions and to play videos.
Unless otherwise stated all films have been conceptualised, scripted, produced, edited and directed by Partha Govind Kumar.
All art work has been designed by Partha Govind Kumar using Adobe Creative Suite of tools.
Mehta Jewellery is a generational family business. One of the most respected jewellery stores in the country. They required a complete image overhaul and promotional campaign.
Months of work went into pre-production. Worldwide brand history was researched and current trends and customer demographics were analysed.
The first step of the campaign was rebranding. A new logo was designed and a look book created for their identity and applied to all their products- from stationary and packaging to photography and promotional communications.
MEHTA JEWELLERY
BRAND CAMPAIGN
To help launch the new brand, an ad film was created to help Mehta Jewellery stand out from the crowd.
Inspiration was drawn from the company's traditional roots reaching out to a new generation and young audience.
At the time of making, current film trends leaned towards period pieces and costume dramas. And the competition was still putting out "beauty films". So I decided to take a bold approach and make an ad that felt more like an epic feature film. Combine this with strategic placement during ad spots of period films showing in the cinema and on TV, it was quite the success.
The visual style and colour grading were influenced by the work of Terrence Malick.
All of Mehta Jewellery's new promotional material was created with brand guidelines to promote a cohesive image.
Stationary, packaging, posters, literature, leaflets and even photography all utilised common brand and colour elements.
Click on any image to enlarge.
NORMS Healthcare required a promotional campaign for their geriatric home care services.
Budget constraints meant we had to think creatively and plan efficiently. Thanks to some out of the box ideas and clever production I managed to create 8 films for them which they could use for a year long campaign.
A lot of time went into pre-production to plan for a one day shoot that would juggle scenes and actors from different films. And production schedules were planned to optimise lighting and equipment setups.
Since the films were meant to be broadcast over the period of a year, I also had to create themes and styles that would be fresh and informative. So I managed to create unique scripts and visual styles for each film- humour, drama, scary, family, male centric and female centric were some of the varied styles for each of the films.
Click on any thumbnail to view films.
NORMS FILM CAMPAIGN
Venus Water Heaters wanted a film to promote their new line of solar water heaters.
My philosophy will all my work is to concentrate on the people and not the product. And this shows with all the films I make. I believe a stronger connection is formed with an audience that can relate to the people that use the product rather than focus on product and service details.
With this in mind I created a story that was fun and light and portrayed a family situation that most people could relate to.
The one day shoot was possible by restricting the majority of the shots to one location.
VENUS SOLAR HEATER FILM
BRAKES INDIA
BRAND CAMPAIGN
The largest brakes component manufacturer in the world required a brand campaign to promote awareness with their clients. As a B2B company, they were looking for something formal and corporate.
Two films were created for them to use with presentations, at trade shows and sales points.
One film focused on the people that used the products. Highlighting the different sections of society and the importance that the product plays in their lives without them knowing it.
The second film focused on the people behind the scenes of the facilities that manufacture the product.
Both films used no actors. Real workers and people. This made production a little more difficult but the truth in the film carried through.
Click on image to view film.
A series of print designs were made from the films to be used at company facilities, trade shows, point of sale and in trade magazines and literature.
The design elements were maintained for all the collateral so that they when they were released over time it would be apparent that they were part of the same campaign and for increased brand recognition.
The theme of the campaign was to provide awareness to a product that most people would not be aware of in their vehicles.
Click on an image to expand.
Apollo Hospitals, India's largest healthcare network required an awareness film for their cancer initiative.
I wanted something which was inspirational and emotional rather than direct and informational.
I decided to use friends and family instead of actors to help portray true emotions.
Part of the inspiration behind the edit style was influenced by an Ipad commercial:
APOLLO HOSPITALS
CANCER FILM
Apollo Hospitals, India's largest healthcare network required an educational film to educate the public on the procedures involved for a health checkup.
The hospital facilities were not suitable to be used for filming purposes so I decided to come up with an innovative solution using illustrations, motion graphics and live action blended to make a film that was not only educational but also fun to watch.
APOLLO HOSPITALS
HEALTH CHECK FILM
A startup health service required a film to help promote their services ad provide information to viewers.
With a limited budget I decided to use just one actor in various scenarios and supplement the scenes with illustrations and motion graphics to help provide additional information.
The film was shot in just one day over four locations, thanks to some efficient planning, co-ordination and quick costume changes.
HEALTH IS ALL PROMO FILM
An art festival required a presentation to attract potential sponsors and stakeholders for an annual art event in the city.
Instead of putting together a traditional slide presentation I decided to put together a moving presentation that would help retain attention spans.
By using a presenter the audience would experience a personal touch and with a blend o green screen vfx and some motion graphics the presentation was engaging and informative.
ART FESTIVAL
STAKEHOLDER FILM
An online automobile magazine wanted some fun content for their social media channel. So a series of films was thought up that would be fun to watch but also include a vehicle review element.
I decided to use a very edgy hand held style for the camera and edit. A blend between "Blair Witch..." and a fly-on-the-wall. Something that was popular with mainstream and indy feature films at the time.
In the edit the colour saturation was pulled down and grain effects added to simulate amateur camera sensors.
MOTORSCRIBES MAGAZINE
SOCIAL MEDIA FILMS
The UAE Ministry of Culture commissioned a series of films for broadcast to be used to promote national unity and pride between the varied cultures and tribes of the region.
A theme song was composed for the series and modified slightly for each one but contained the same score to help give the series an identity.
Shot on 35mm film. A different production house was used for each film. Some of the notable directors and production houses included Frank Vroegop, Method Studios LA and Infinite Frameworks Singapore.
Agency producer: Partha Govind Kumar
UAE MINISTRY OF CULTURE
UNITY CAMPAIGN
MOTION GRAPHICS REEL
A compilation of motion graphics work.
VISUAL EFFECTS REEL
A compilation of visual effects work.