Disrptve Communications launches AI-led storytelling for Sarab Khanijou's DHUN - A Melody in Motion
Disrptve Communications has introduced a new visual asset for Delhi-based designer Sarab Khanijou. The piece-DHUN - A Melody in Motion-uses generative AI to present hand-embroidered couture with clarity and emotional weight.
For PR and communications teams, this is a clean example of how to translate physical craft into a digital narrative without losing authenticity. Technology handles the heavy lifting; the story stays human.
How they built it
Production began with a structured photo capture framework to keep lighting, angles, and color uniform across every garment. A high-resolution shoot captured the depth of embroidery, sequins, and fabric movement-raw material that actually gives AI something true to work with.
Those images trained lightweight custom models (LoRAs) to reproduce texture and silhouette accurately. Using a proprietary workflow that blends Flux with advanced inpainting, the team reconstructed garments with clean edges and kept the emotion of the original pieces intact.
Creative then took over: mood-driven compositions anchored to DHUN's themes-rhythm, heritage, motion. Every frame aimed to reflect the designer's voice, not overwrite it.
What the stakeholders said
Chetan Chopra, Chief Business Officer at Disrptve Communications: "It has been an honour to work on Sarab's unique project in telling the tale of couture's timeless heritage through modern-day AI's lens. What we achieved with DHUN is more than mere digital enhancement but a contemporary way of storytelling where AI doesn't replace creativity but refines it. We're enabling designers to visualise their craft in ways that were previously not thought of."
Designer Sarab Khanijou: "Seeing the photos and videos, I was convinced I made the right choice. The Disrptve team has brought to life a contemporary flavour of age-old Indian traditional wear design."
Campaign output
The outcome included a campaign shoot and teaser videos that captured movement, emotion, and craftsmanship-built for social, shows, and owned channels. The asset reads premium without feeling synthetic, which is the bar for luxury communication.
Why PR and comms leaders should care
- Own your dataset: Capture controlled imagery so licensing, likeness, and brand codes stay in your hands.
- Use lightweight models: LoRAs let teams adapt AI to brand-specific textures, colors, and finishes at lower cost than full model training. See an overview of LoRA concepts on Hugging Face.
- Fix in post (for real): Inpainting can correct fit, fabric flow, or background issues without reshoots-useful for tight calendars.
- Creative first: Lock the narrative (themes, rhythm, emotion) before prompt work. AI amplifies direction; it doesn't create it for you.
- Measure what matters: Track time-to-first-cut, cost per asset, asset reuse rate, and short-form engagement on teasers.
- Establish provenance: Label AI-assisted outputs and store chain-of-custody data. Consider standards from C2PA for credibility and partner trust.
A simple playbook you can adapt
- Audit existing visuals; identify gaps for narrative, texture, and motion.
- Create a capture spec (lighting, framing, color reference) and shoot a tight, reusable dataset.
- Tag metadata (fabric type, stitch style, palette, mood) to guide prompts and consistency.
- Train small models for your brand's textures and silhouettes; keep versions by season.
- Build a prompt library tied to brand voice and campaign themes.
- QA with human eyes: consistency, authenticity, and emotional read before distribution.
- Set guidelines for disclosure, rights, and storage of generated files.
- Deploy across channels with cutdowns for social, retail screens, and PR kits.
What this signals for creative production
AI is becoming a practical layer in premium storytelling. Done right, it protects the designer's intent, speeds production, and creates assets that scale across formats without losing character.
If your team is building this capability internally, upskilling helps. Explore focused training for communications and marketing teams here: AI Certification for Marketing Specialists.
Disrptve Communications' DHUN project shows how craft and technology can sit side by side-clear roles, strong process, and a story that feels true on screen.
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