Untold Collective
Co-founder, Creative Director, Writer & Designer
For Tribal Worldwide, India
A trailblazing, premium multi-format storytelling collective from India.
➝ 60+ multimedia stories
➝ 40+ video stories
➝ 6mn+ collective views
➝ 4 digital immersive stories
➝ 5 big brand partnerships
➝ 15 creative collaborations
➝ Featured on Creative Mornings, TEDx and more
For 22feet Tribal Worldwide India, I co-founded a premium storytelling platform called the Untold Collective – A group of writers, photographers, videographers, designers and technologists with one common goal - to un-earth real stories of people in India. And to present them beautifully.
To address a market gap for genuine and impactful storytelling that champions our narrative over international publications, we explored culture, crafts, and traditions across India for two and a half years, producing diverse presentations without marketing budgets. Our digital publication introduced immersive storytelling experiences through dedicated micro-sites for in-depth cover stories and collaborated with major brands like Asian Paints and eBay to meet their storytelling needs.
The collective quickly cultivated a devoted following and gained recognition from both the media and notable figures internationally.
Identity design
The identity had to represent our curiosity for the unseen. I chose to use negative space as a way to visualise the letter ‘T’ within the letter ‘U’. Adaptive, contextual textures and visuals create the mood of the story.
Website design
The website was designed to keep the richness of these human stories at the core of the Untold digital experience.
Social visual language design
Producing immersive stories
Utilizing an extensive, multi-format digital canvas, we envisioned and crafted cover stories that breathe life into a collection of enchanting tales through a blend of photography, design, illustration, audio, and technology.
A 1000 yr. old story of a glass-less mirror
Following a 15-day assignment in Kerala, documenting the narrative of a distinctive mirror named 'Aranmula Kannadi,' I collaborated with a team of photographers, designers, and technologists to narrate the story through a meticulously crafted microsite, deviating from the typical templated approach commonly seen on the web.
A girl who was raised by a Bear
Building on the concept of immersive storytelling, we employed a blend of illustration, audio, and technology to recount the surreal yet true tale of a girl raised by a bear.
Brand collaborations
We built a production company under the Untold brand, offering collaborative and crafty storytelling as a partnership opportunity for some of the biggest brands in the world.
From producing documentaries to exclusive photo stories combined with design and technology, we worked with brands like Asianpaints, eBay, Uber to realise award-winning integrated campaigns.
Colour Journey for Asian Paints
Things Don’t Judge for eBay
In Search Of Indigo for Asian Paints
Credits
Untold team
Yashas Mitta
Naveed Mulki
Shaktirak Jadeja
Pankaj Singh
Rishabh Malhotra
Madhumita Nandi
Tribal Worldwide team
Vineet Gupta
Deepak Nair
Design
Yashas Mitta
Deepu Sasikumar
Tom Jose
Technology
Tom Jose
Raghunath J
Contributions & Collaborations
Abijit Vivek
Bhavita B
Shruti Naik
Akshay MV
Anoop Menon
Sujaikanth
Kaveer Rai