Stages of Love


A yearly VHS series project revolving around the seven stages of love, reimagined using cinema and pop culture.


FEBRUARY 2018
FEBRUARY 2019
FEBRUARY 2020
INDIA

Illustration ///
Art Direction ///
Print Design ///
Social ///
Packaging ///
Campaign Design ///
THERIGHTFEEL ///

Commercial Project • फील (Feel)







A series of VHS tape covers have been illustrated showcasing the seven stages of love, deriving from respective films from Hindi Film Industry, which depict that particular stage in the most beautiful and iconic manner. VHS tapes are chosen to facilitate nostalgia and bring back the times away from the comforts of modern thinking and social media. The times where feelings were a pure idea and motivation for people to put in efforts and take a stand for love.





The seven stages are :
dilkashi (attraction)
uns (infatuation)
Ishq (love)
akidat (trust)
ibadat (worship)
junoon (madness)
maut (death)











This project was the first of many, from @therightfeel. It bloomed into a campaign where T-shirts were designed and packaged into these VHS tapes. The VHS illustrations were converted into red halftone and sold as 13x19" posters. The posters were a limited edition.









 






The project was marketed around using instagram stories. A new ad was posted consecutively throughout 30 days.












In addition to "Stages of Love", 1st anniversary pays homage and celebrating the idea of the ultimate affection by focusing solely on the third stage, Love "Ishq" out of the seven stages depicted in the last project.


An exclusive limited range of merchandise was launched soon after the launch of this project.













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2nd Anniversary explores the concept of romanticism through a selection of three diverse films from Hollywood and Hindi film industry. An exclusive limited range of merchandise was launched soon after the launch of this project.







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