PORTFOLIO
PORTFOLIO
With over seven years of experience as a culture writer, editor, script maverick, and content producer, I use words to build worlds.
They give a voice to the next big name, trend and creation to watch out for in culture, music, art, film and fashion. They offer insight into the inspiration, struggles and triumphs that define a subject. They construct a kaleidoscopic cast of characters through meaningful conversations.
They’re curious yet informed, witty yet wise. And they’re here to tell stories that help you sell your story.
SHAMANI JOSHI
Writer, Creative Strategist & Content Producer
Recent Projects
SCOPE OF WORK:
Creative strategy, scriptwriting, creative direction & end-to-end execution
THE CAMPAIGN:
An exciting creative challenge with Vogue India ft. multi-hyphenates exploring a hidden talent, from dancing to painting to singing, and setting a new record while doing so, all while taking inspiration from their gold jewellery.
VOGUE X WORLD GOLD COUNCIL
GQ x FORMULA E
SCOPE OF WORK:
Creative strategy, scriptwriting, direction & end-to-end execution
THE CAMPAIGN:
Through a disruptive range of innovative, engaging and interactive formats, this campaign broke the mould of traditional motorsport coverage to present hard-hitting facts in a culturally relevant way that spoke to Gen Z with conversations on style, music, afterparties & the action-packed energy at the all-electric racing championship Formula E.
GQ x FORMULA E ALL ACCESS:
An exclusive event coverage IP that put the GQ India audience in the VIP box for Formula E’s first ever foray in India.
Beyond The Pitstop:
A unique bite-sized travel that discovered Hyderabad with Jaguar Racing’s ace driver Sam Bird, exploring what travel means for those who live in the fast lane.
THE IMPACT:
Candid. Immersive. Gamified.
1 Million+ Views Across Platforms
20+ Content Pieces Created
GQ x MERCEDES
SCOPE OF WORK:
Creative strategy, scriptwriting & creative production
THE CAMPAIGN:
A first-of-its-kind challenge format that saw triathlete and 32+ times Ironman finisher Dr. Kaustabh Radkar face off against the Mercedes AMG-GLA 35 in the ultimate endurance test across tricky terrains, slippery slopes & deceptive drops.
Winner of the Innovative Use of Branded Content Creation at the ABBY’s 2023
BETWEEN YOU
AND MEME
SCOPE OF WORK:
Conceptualization and end-to-end production
THE SERIES:
Created and produced ‘Between You and Meme’, a social-first editorial series for VICE Asia that spoke to people whose most awkward, embarrassing or weird moments made them go viral as memes to understand the impact of internet fame, shot remotely during the COVID-19 lockdown.
Episode 1: The Disappointed Cricket Fan
An interview with Muhammed Sarim Akthar, a Pakistani cricket fan who catapulted to global fame after he flashed a disappointed look during a cricket match. Now known as the ‘Mona Lisa’ of disappointment, Akthar is instantly recognised from India to Iraq to Italy, even earning a museum exhibit and NFT collection in his name.
Click Image to Watch or Read
Episode 2: The Paragliding Man
Getting up close and personal with Vipin Sahu, who went viral for losing control while paragliding, coining an iconic meme that made him rich and famous.
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A viral moment gone awry on reality TV made actor Ravi Bhatia famous around the world – and almost ruined his life.
From a dedicated space on Prague’s Lennon Wall to multiple techno remixes to YouTubers who get millions of views for recreating the viral clip, Bhatia opened up about how becoming a meme almost cost him his career.
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Episode 4: Pooja What Is This Behaviour?
Aspiring actor and model Pooja Mishra’s breakdown from over a decade ago emerged as one of the most viral memes in the COVID-19 lockdown. We spoke to Mishra about how her life changed after she became a viral meme, whether the fame also brought money, and if she really did kick the dustbin by mistake.
Click Image to Watch or Read
Relatable. Curious. Viral.
1 Billion+ Views Across Platforms
10+ Content Pieces Created
VOGUE x URBANIC
THE IMPACT:
SCOPE OF WORK:
Creative strategy, IP development, scriptwriting & creative direction
THE CAMPAIGN:
A video IP where Vogue India spotlights a new generation of style icons, and how fashion has emerged as a safe space for them to express themselves through Vogue’s lens of inclusive fashion. A series of 3 videos for 1 day of drops with a representative mix of 3 Gen Z voices ft. Priyam Yonzon, a gender non binary content creator, Diya Basu, a body positivity advocate and stylist, and Sagar Kadam, a gender fluid fashion influencer, model and dancer.
GQ x TOMMY HILFIGER
SCOPE OF WORK:
Creative direction, Video & Stills
THE CAMPAIGN:
We leveraged GQ’s style expertise and lens to create a visual style guide featuring Babil Khan that gave timeless prep styles an edgy contemporary twist with varsity elements, gender fluid silhouettes and grunge vibes to showcase what the next phase of fashion looks like for emerging actor Babil Khan.
ONLY NATURAL DIAMONDS: GEMS OF LOVE
SCOPE OF WORK:
Editorial article & copy for YouTube & Instagram
THE CAMPAIGN:
An interview with content creator and model Alanna Panday on her epic love story with husband Ivor for the Natural Diamond Council’s Gems of Love series.
Selected Writing
Category: Subcultures
Category: Culture & Photography
Category: Fashion & Identity
Category: Fashion & lifestyle
Category: Art & Identity
Category: Technology & Culture
Category: Dating & Relationships
Category: Technology & Culture
Category: Art & Culture
Previously Worked With
Conceptualisation and end-to-end execution of immersive and engaging video content across the titles of Vogue, GQ, AD and Condé Nast Traveler.
Culture Writer & Producer
(July ‘18 - May ‘22)
Creating and curating conversations on culture & lifestyle with a focus on Gen Z & Millennial trends, offbeat news, tech, drugs, sex, identity, art and entertainment. Ideating for social first video series and event coverage on Twitter and Instagram. I have also worked with Virtue and VICE Studios to create content for branded collaborations with Amazon Prime, Puma, Bumble and Jameson.
Content & Copy Consultant
(February ‘19 - December ‘23)
Worked with sustainable homegrown label ĀROKA in a freelance capacity to cultivate their brand identity, online presence, and creative direction, along with writing copy for social media, topical blogs and product names and descriptors for the website with SEO integration.
Creative Partner & Scriptwriter (June ‘22 - April ‘24)