Photography
Citigold
Lifestyle campaign for Citibank's Citigold brand — Indian and mixed families living well. Sports, cycling, reading, outdoor moments, and real parent-child warmth.
Client
Citibank — Citigold
Deliverables
Lifestyle Photography, Family Campaign
Usage
Brand Campaign, Marketing Materials
Year
2023
Outcome
Full lifestyle campaign delivered across indoor and outdoor settings
The brief
Citibank needed lifestyle images for their Citigold premium banking brand. The brief called for Indian and mixed-race families — parents, kids, couples — shot in a way that felt genuinely affluent but not stiff. Outdoor activities like cycling, basketball, and time in the garden. Indoor moments like reading together, getting the kids ready, relaxing at home. Expensive clothing, natural warmth, and a sense of a life well lived.
The approach
We shot across multiple outdoor and indoor locations in a single day. Styling was kept premium — clean, well-fitted clothes, aspirational but approachable. We worked with natural light throughout to keep everything feeling real rather than staged. The mix of active and quiet moments gave the client a versatile library to use across their campaign.
Selected visuals
How these visuals were used
The assets were designed for use in brand campaign, marketing materials. Distribution and campaign execution were handled by the client's internal team.
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