An artist who blends film-making, advertising and poster designing

Originally from the advertising world, after working with several leading ad agencies, Prasad Raghvan gradually started making posters - an organic expression of his love for cinema. His poster on Hitchcock’s birds won an award at the Cannes and also British design & art direction.

As is evident, he is more driven by the title than the content of the film. Titles that leave scope for rich visual interpretation, such as ‘Knife in the water’ prompt him to imagine and interpret the meaning and theme of the film.

In his work ‘Decalogue’, referencing Polish director Krzysztof Kieślowski’s ten-part film cycle about the Ten Commandments, there were ten life-size figures with attire that revealed their professions, all standing against a wall with their faces covered by scarves and their hands in front. It seemed as if they were all standing together to face an identification parade. In the video just opposite them, an interrogation was taking place.

'One+Plus Gold', was his first ad film directed and shot with a low-cost handycam. It won him an award at the New York Advertising Festivals & Asia Pacific’s 'The Work' Awards. After moving to Saatchi & Saatchi, he spent his creative energies on films with tight budgets, albeit unusual scripts.

He has won several awards for his brilliant conceptualization and execution, including One Show, New York (Design 2003); Cannes Lion (Films, 2004); Cannes Lion (Poster, 2005); British Design & Art Direction (Poster, 2005). Keen to experiment and always open to newer ideas as well as influences: the Bauhaus roots, the stark typographic elements, almost mathematical grid, black & white photography etc.

Interpreting the textual, visual and contextual codes of world cinema, his versatile oeuvre skillfully blends the varied expertise in film-making, designing of posters and advertising. His fascinating film posters, which combine image and text, encapsulate the essence of a broader statement and deftly deflect the core narrative to a new layer of meaning.