Saurabh Gupta

We’re producing an ad film and i’m not directing it. This statement means nothing if you don’t know that Phonethics started as ‘Ethics’ a small 3 people production house working out of a small office in Mehrauli, Delhi on top of a banana godown. The ad film in question was won after months of presentations and many rounds of meetings. It doesn’t gel with our current range of products at Phonethics but we decided to do it because of the complex animation and stylish post production involved. We will have to trust an outsider (not really, but then everyone who doesn’t wear the uniform is an ‘outsider’:) with the final execution and most importantly, creative vision. It’s something we haven’t done before. We nearly decided to ‘do it ourselves’. But it’s an exercise in growing up. As an organisation. As Creative people. We’re letting go..