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INDIA FOUNDATION FOR THE ARTS
Client The India Foundation for the Arts (IFA)
Studio Switch Studio
Creative Direction
Upasana Roy
Saurav Roy
Graphic Design
Smita
Esha Singh
Suvigya Srivastava
Shipra Velega
Swikriti Soni
2D Animation/Mixed Media
Shipra Velega
Suvigya Srivastava
Swikriti Soni
Upasana Roy
Storyboarding & Explorations
Created using Illustrator and After Effects, the Match Cut Experiment was a conceptual experiment with silhouettes, dandelions, and match cuts. The success of this exploration was a turning point, as it was the specific piece that got me onboard for this project.
Designed in Illustrator and assets were animated in After Effects using a 3D camera to achieve the paper cut out effect.
Project Type Brand film
The India Foundation for the Arts (IFA) brand film is a mixed-media visual invitation celebrating 30 years of supporting diverse artistic journeys. Moving away from a traditional linear narrative, the film uses an eclectic blend of animation, illustration, and layered textures to mirror the wide-ranging disciplines IFA nurtures. It captures the various environments artists inhabit—from studios to community landscapes—while emphasizing IFA’s philosophy of "accompaniment" rather than authorship. Ultimately, the film serves as a poetic call to action for artists and enthusiasts to continue shaping India's cultural fabric through boundary-breaking creativity.
The India Foundation for the Arts brand film invites viewers into diverse artistic worlds, weaving visual storytelling with archival depth to reflect IFA's commitment to arts, culture, and interdisciplinary exploration.
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