Thar Frequency. Rajasthan, tuned to the beat.
Desert sand on a brass plate shakes into Rajasthani patterns on every beat, then rises and becomes a sneaker.
Thar Frequency · sneaker and packaging film, sound on
Rajasthan, tuned to the beat.
Thar Frequency is a sneaker film for a range we designed around Rajasthani craft. Golden desert sand sits on a brass plate. Each beat of the track shakes it into a pattern, a jaali lattice, then a mandala, then bandhani dots. Then the sand lifts off the plate and becomes a shoe.
Three shoes, three crafts. Kesariya carries pink-to-saffron bandhani dots, mirror work at the eyelets and a gold zari toe. Leheriya wears the diagonal wave-dye of a Jodhpur turban, with a heel clip glazed like Jaipur blue pottery. Jaali is sand nubuck under a laser-cut palace lattice, with a camel-leather toe and enamel at the heel. The boxes are block-printed to match, because packaging is part of the product.
- A brass plate of Thar sand sits still in the dark.
- The bass hits and the sand snaps into a jaali mandala.
- The sand spirals upward and turns into the Kesariya sneaker.
- Macro: mirror discs, zari thread, bandhani knit.
- Jaali stands in the dunes, its lattice shadow falling on the sand.
- The three shoes land on their block-printed boxes. End card.
Sound. Rajasthani folk techno: dhol under a heavy kick, khartal on the hi-hats, and the hiss of sand on every pattern change.
- Footwear and fashion launches that want heritage without looking like a museum.
- Packaging reveals: the box, the print and the product in one sequence.
- Collaborations with artisans or craft clusters, where the craft needs to be seen rather than described.
- Festive and wedding-season campaigns for Indian and diaspora audiences.
- Window and in-store loops, where pattern and movement stop people walking past.
Related: Packaging design, Fashion and apparel, Campaign art direction.
- Concept, direction, edit and sound
- quiamo.com branding agency
- The brand
- The shoes and their names are our own designs, made for this film. They are not a client’s product.
- What we deliver on a film like this
- The master film, cut-downs for every channel you use (16:9, 9:16, 1:1 and a six-second version), captions, licensed music and a clear note of usage rights.
Want a film like this for your brand?
Tell us the product, the one thing people should believe after watching, and where the film needs to run. We will come back within one working day with an approach, a timeline and a fixed fee.
Prefer email? Write to office [at] quiamo.com and mention Thar Frequency.
Keep watching, sound on.
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