preta. [2018/20]
Cover Art, Creative Direction, Typography, Merchandising, Campaign and Sound Design + Music Production.
The redesigning of the cover art for preta. was aproject I undertook during my final year in University
for the D&AD Brief for Google and HMCT.
The cover art depicts the mood and aesthetic of the music, keeping the images at the forefront
as it served as a muse in developing the music and world of preta.
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The audio-visual project was showcased at the Ras Al Khaimah Fine Arts Festival 2022 in UAE.
preta.
Derived from the Hindu Mythology: wandering/disturbed ghost; hunger, thirst, anguish.
“An eerie sensation engulfed me as I embarked upon my journey to the Himalayas that had my heart pounding.
as I began to move, a conflict rose within me; the urban cityscapes, fast-paced lives and the cacophony of sounds with our
heads held down against the serene landscapes, a space for us to hold our heads high and breathe in silence in its purest form;
the life I left behind passed before me in quick succession as stills, while the picture in front of me stood still,
Such was the conversation between the transient and the everlasting;
What once felt eerie now evokes a sense of serenity within me.”
Photographs by Yatharth Roy Vibhakar in the Himalayas, 2017.
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