Visual Narratives — moyaannece.com

ASHYA Campaigns & Creative Direction

Visual Storytelling Built on Movement

ASHYA’s pieces were designed to move: seasonless, multifunctional, built to adapt across a day, a city, a trip. The campaigns began with stories that have moved too — research into a place, a community, or a tradition, carried across generations and borders — then told through film, photography, and activations that introduced each collection. I co-led creative direction across each campaign.

Nilā Film & Irula Collection — A film on the Irula people, one of India’s oldest Indigenous communities, and the second in ASHYA’s Ode to Exploration series. Presented by NOWNESS, it launched alongside the collection with a private screening and panel moderated by a Vogue editor, and was selected for the BlackStar and Urban Film Festivals.

Campaign Images & Teaser Film — Nilā

Promotional Social Assets

Campaign Images — Irula Collection

Gumbo I & II

Gumbo I starred actor Denée Benton traversing the city, collecting ingredients for a communal pot of gumbo. The campaign was built on foods and traditions that traveled across communities. It introduced new textures and hues alongside the brand’s first wallet, a detachable multifunctional cardholder that hooks onto existing styles. Gumbo II shows a wider range of the collection.

Campaign Images — Gumbo I

Campaign Film — Gumbo I

Campaign Images — Gumbo II

How To Travel

A direct take on what the pieces are designed for: film and imagery showing how they work on the move. The Slingback Mini led, returning in a limited-edition Cherry, with a removable, adjustable strap built for hands-free travel.

Campaign Images

Campaign Film

How To Style

Short and playful tutorials introducing a new collection alongside ASHYA’s core styles, and showing the range of each: the Slingbacks as a top handle or crossbody, the Bolos styled five different ways.

Campaign Images

Campaign Film

Credits