Farah Khan Fine Jewellery Casts A Real Family In The Miracle Man
Farah Khan Fine Jewellery has unveiled The Miracle Man, a men's jewellery campaign cast entirely from one extended family and built around brotherhood, individuality and how younger men now wear jewellery.
- Brand: Farah Khan Fine Jewellery
- Campaign: The Miracle Man
- Cast: Azaan Ali, Zayed Khan, Armaan Arora, Yuraaz Arora, Zidaan Khan, Hridaan Roshan and Aariz Khan
- Direction: Conceived, scripted and directed by Farah Khan Ali
The Casting Is The Idea Behind The Miracle Man
There are no models. Azaan Ali appears with his uncle, actor Zayed Khan, and five cousins, ranging in age from 15 to over 50, wearing everything from single understated pieces to layered and stacked looks. The imagery mixes formal portraits with candid moments between them.
"I didn't want to manufacture brotherhood for the camera. I wanted to capture something that was already there," said Farah Khan Ali, founder and designer, who cast her brother Zayed for the bond he shares with the younger men. Azaan Ali said the point was that no one played a character: "I wanted each of them to simply be themselves."
A Name With Family History
The cousins describe the work as Azaan's first collection. For Zayed Khan, the title matters as much as the jewellery. "'Miracle Man' carries a history within our family," he said, "and to now see Azaan give those words a new meaning for his generation feels like a beautiful continuation of that legacy."
Who Is In The Frame
Most of the cast work outside entertainment. Armaan Arora, a Harvard Business School MBA, is head of India retail and distribution at D'Décor, and Yuraaz Arora, a London Business School MBA, is part of the next generation of leadership at D'Décor Home Fabrics. Zidaan Khan is studying fine arts at Whistling Woods International, Hridaan Roshan is studying filmmaking at the University of Southern California's School of Cinematic Arts, and Aariz Khan is 15.
The campaign film was shot by Abhishek Golecha, with stills by Arjun Mark and styling by Shaahid Amir.
Why It Suits The Category
Men's fine jewellery still asks many buyers to get past a little self-consciousness. Showing real men of different ages wearing pieces in their own way gives that permission more convincingly than a single celebrity face would, and that is the bet the campaign makes.
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