(STUDIO)
BRIEF
InBluem’s evolution involved extracting the brand from the pastoral gaze and re-placing it within a cosmopolitan context where ethics meet allure. CURA·LAB positioned InBluem not as an “eco brand,” but as an object of desire: intelligent, tactile, and editorial by nature. Through high-fashion references and urban visual codes, the brand’s quiet purity became something subversively magnetic. Where skincare becomes a statement, and the seduction of sustainability is amplified.
Creative Direction, ART DIRECTION, Brand Strategy, Copywriting, Editorial Development, Social Strategy, Campaign Architecture, SOCIAL MEDIA AND MARKETING ROLLOUT
PROJECT CREDITS
Photographer: Yasmin Suteja
Videographer: Krish Miglani
Assistant: Angus Della Bosca
Lighting: Matthew Stott
Talent: Montana Lower
thirtyfivemm Film: Cooper Lower
Studio: Valeon Studios, Melbourne
(THRESHOLD
BRIEFA study in movement, myth, and the female form. Directed by Sophie Marsh, the Thresholds Series blurs the boundary between portrait and ritual. With muses Mimi El Ashiry and Imani Sharp, each film distills a moment of becoming: skin, sweat, breath, and the in-between states of womanhood captured through the lens of the eternal now. Part art film, part commercial vehicle invoking vitality and the unseen choreography of self-possession.
CREATIVE DIRECTION, CREATIVE PRODUCTION, DIRECTING, SUPER EIGHT MM, PHOTOGRAPHY STILLS, GRAPHIC DESIGN AND SOCIAL MEDIA STRATEGY
PROJECT CREDITS
DOP/EDITOR: Krish Miglani
SUPER EIGHT MM: Sophie Marsh
FIRST AD: Pearl Gross
STYLIST: Angus Della Bosca
TALENT: Mimi El Ashiry
Talent: Imani Sharp
MUSIC (MIMI): Juman Music
MUSIC (IMANI): Imani Sharp and Aidan Rahman
(REBRAND)
BRIEF
JoyWave.Earth is dualistically an ecosystem and a living experiment in how story, science, and spirit can co-create measurable change. Co-conceived and designed by CURA·LAB, JoyWave merges impact design with emotional architecture, translating intangible social outcomes into tangible ecological metrics. Every project functions as both artwork and intervention: culture as conservation, pleasure as participation, narrative as data. The result is a regenerative communications model: alive, collective, and in rhythm with the planet itself.
Co-FOUNDED, Creative Direction, ART DIRECTION, Brand Strategy, Copywriting, Editorial Development, Social Strategy, Campaign Architecture, SOCIAL MEDIA AND MARKETING ROLLOUT, PARTNERSHIPS
PROJECT CREDITS
Photographer: Sim Kaur, Emily Redfern
DOP/EDITOR: Hyun Lee
Social Assets (initial): Ruby Studios
GRAPHIC DESIGN: Tobias Lansdown
CO-FOUNDERS: Scott Burgess, Jon Cybulksi
CULTURAL NARRATORS: Uncle Richard Burchill, Kieran Jon Ryan, Josh Williams
SPECIAL THANKS: Jabalbina Yalanji Aboriginal Corporation