Every business began as a picture in a founder’s head.

I find that picture. Then I narrate the business as the story of its life.

I have been behind a camera since 2018, long enough to learn the picture is rarely about the product. It is about what the founder was trying to say and could not. I find that, then build everything around it: the photographs, the identity, the website, and the systems no one sees.

The path here ran through Myntra’s catalogue floor, three years leading content for a designer textile label, and a creative-system build for a jewellery brand. Today I am Senior Photographer at Palmonas, directing a four-person team that produces 500+ SKUs a month through directed AI workflows. AI runs the volume; the camera runs the story.

My edge is the seam most people miss: seven years of real craft, plus a working understanding of AI and the systems around it. I have consulted inside organizations too, for Warp n Weft on hiring and structure, so what I design mirrors how a team actually operates. I work one client at a time, for the whole of the thinking, with a person at every gate that matters.

If the proof is not ready, the case study says so.