‘Behind the Mask’ is a social awareness and fundraising initiative led by a five part video series featuring designers
Tarun Tahiliani, Rahul Mishra, Gaurav Gupta, Anita Dongre and Manish Malhotra.
The objective of the campaign is two fold: to encourage the wearing of masks and raising funds for the kaarigars (craftspeople) impacted by the pandemic.
In these episodes, each designer offers us a glimpse into their lives during lockdown as they create a prototype of a mask
inspired by elements of Indian art and culture. These prototypes, then, serve as inspiration for a collection of masks designed by CN, that can be shopped on Myntra, the leading fashion ecommerce company in India. All profits from the sales will be donated to GiveIndia to help the kaarigars impacted by the pandemic.
Involving everything from product design and packaging to remote video production and a mega influencer campaign, BTM is undoubtedly one of the most ambitious and complex projects that we have ever undertaken, showcasing the extraordinary
Involving everything from product design and packaging to remote video production and a mega influencer campaign, BTM is undoubtedly one of the most ambitious and complex projects that we have ever undertaken, showcasing the extraordinary
capabilities that we possess as a company.
The Challenge
To amplify the idea and sale of masks, a social media blackout which talks about getting Behind The Mask of influencers and celebrities was necessary. However, this was the time of complete lockdown in the country with major logistical issues in bringing to life the unboxing of this campaign.
Enter: Behind The Mask, the AR Filter version
An AR Filter in collaboration with Avataar.me, was designed and taken live basis the prototype created by me.
This filter garnered support from influencers as well as celebrities and became an instant hit, giving the campaign an enormous stage for kick off.
Link to the live filter: https://www.instagram.com/ar/1684632981704373/.
Visual Identity on Social + Website
The visual language across editorial articles on Vogue, GQ, CNT and AD along with showcase of the mask designs + logo.
A N I T A D O N G R E
https://www.vogue.in/fashion/content/behind-the-mask-anita-dongre-pays-homage-to-the-pichhwai-craft-while-designing-her-face-mask
T A R U N T A H I L I A N I
https://www.vogue.in/fashion/content/tarun-tahiliani-on-figuring-out-his-true-purpose-as-a-designer-and-making-his-own-face-mask-with-traditional-quilting-patterns-behind-the-mask
R A H U L M I S H R A
https://www.vogue.in/fashion/content/behind-the-mask-rahul-mishra-on-family-life-during-lockdown-and-exploring-traditional-block-prints-while-designing-his-face-mask
G A U R A V G U P T A
https://www.vogue.in/fashion/content/behind-the-mask-gaurav-gupta-wants-to-slow-down-and-support-the-indian-artisans-with-this-pattachitra-inspired-face-mask
M A N I S H M A L H O T R A
https://www.vogue.in/fashion/content/behind-the-mask-manish-malhotra-takes-inspiration-from-four-bollywood-eras-to-design-his-face-masks
Link to purchase the mask designs: https://www.myntra.com/behind-the-mask
Tarun Tahiliani
https://www.youtube.com/watch?v=OYJtjd05srM
Rahul Mishra
https://www.youtube.com/watch?v=HRSn4Vj24qw
Gaurav Gupta
https://www.youtube.com/watch?v=qqdEwf1eITw
Anita Dongre
https://www.youtube.com/watch?v=ytMDcVKWBUY
Manish Malhotra
https://www.youtube.com/watch?v=zU_VLjW_LOY
Brand: Vogue + GQ x Myntra
Visual Strategy + AR filter conceptualisation: Ayushi Teotia
Mask design and Creative Direction: Chandni Mehta (Art Director, Architectural Digest)
Editor + Strategy: Shivani Krishan (Managing Editor, Native)
AR filter execution: Avataar.me
Overall concept and mentorship: Alex Kuruvilla (Managing Director, Condé Nast India)
© 2020 Ayushi Teotia
All rights reserved. No part of this project may be reproduced, distributed, or
transmitted in any form or by any means, including photocopying, recording, or
other electronic or mechanical methods, without prior written permission
All rights reserved. No part of this project may be reproduced, distributed, or
transmitted in any form or by any means, including photocopying, recording, or
other electronic or mechanical methods, without prior written permission
