ATTI CULTURE
ATTI CULTURE
COLLABORATORS
DHAVALYA SAGAR
IN2TWO STUDIOS
COLLABORATORS
DHAVALYA SAGAR
IN2TWO STUDIOS
Category
Category
Category
Creative Production, Spatial Design, Merchandise
Design
Creative Production,
Spatial Design, Merchandise
Design
Project
Project
Project
Artist Representations - Kelithee, Fault Kai, Vaasi
Artist Representations - Kelithee,
Fault Kai, Vaasi
Multiculture 1.0, 2.0
Multiculture 1.0, 2.0
Service
Service
Service
Creative Direction
Creative Direction
Graphic & Digital Design
Graphic & Digital Design
Merchandise Design
Merchandise Design
Event Branding
Event Branding
Year
Year
Year
2023 - 2026
2023 - 2026
Kaipulla
Creative Video Production
Multticulture 2.0
Merchandising
Fault Kai
Logo Branding
The work moves across creative direction for music videos, set design ideas, logo systems, merchandise, screen-printed apparel, and the smaller representational visuals that help each artist show up with a world of their own.
Keli Thee x OfRo, released December 2023 under Atti Culture and directed by Ken Royson. Our role sat on the creative direction side, thinking through how the three characters at the heart of the story would be staged, styled and framed, and then carrying that mood outward into the key art. The chalkboard-scrawl type and the muted, slightly washed palette on the poster were built to set the temperature of the track before a single frame of the video plays.
MC Devesh x Urban Thozha, featuring Charrita Ravi, released November 2023 under Atti Culture. The brief here was warmer and more playful than Miss, and we leaned into the Tamil cinema and old album-sleeve tradition for the visual language. The staging of the three leads, the painted title treatment and the little heart motifs that frame the artwork borrow directly from 70s and 80s poster conventions, so the piece reads as a modern love track dressed in the typography of its grandparents' records.
Also Keli Thee x OfRo, directed by Ken Royson, released December 2023 under Atti Culture a couple of weeks after Miss. The direction moved in the opposite direction from Miss's cinematic weight. We wanted the artwork to feel like a page torn out of a school notebook, with the two artists sketched in ballpoint and marker over grid-ruled paper, and little stray doodles, hearts and script running between the figures. The looser, hand-drawn register sits a world apart from the more polished releases on the label, which is exactly what the track asked for.
Keli Thee x OfRo, released December 2023 under Atti Culture and directed by Ken Royson. Our role sat on the creative direction side, thinking through how the three characters at the heart of the story would be staged, styled and framed, and then carrying that mood outward into the key art. The chalkboard-scrawl type and the muted, slightly washed palette on the poster were built to set the temperature of the track before a single frame of the video plays.
MC Devesh x Urban Thozha, featuring Charrita Ravi, released November 2023 under Atti Culture. The brief here was warmer and more playful than Miss, and we leaned into the Tamil cinema and old album-sleeve tradition for the visual language. The staging of the three leads, the painted title treatment and the little heart motifs that frame the artwork borrow directly from 70s and 80s poster conventions, so the piece reads as a modern love track dressed in the typography of its grandparents' records.
Also Keli Thee x OfRo, directed by Ken Royson, released December 2023 under Atti Culture a couple of weeks after Miss. The direction moved in the opposite direction from Miss's cinematic weight. We wanted the artwork to feel like a page torn out of a school notebook, with the two artists sketched in ballpoint and marker over grid-ruled paper, and little stray doodles, hearts and script running between the figures. The looser, hand-drawn register sits a world apart from the more polished releases on the label, which is exactly what the track asked for.
The longer stretch of work with Atti Culture has moved across formats and artists. For Kaipulla by OfRo and Rahul Sridhar, we worked on the creative video production side, helping shape ideas for shots, pacing and the overall visual language of the track. For Fault Kai, we built the logo system that now anchors his releases and merch pulls. Across Multiculture 1.0 and 2.0, the collective's all-day Tamil hip-hop gatherings at Chennai's Victoria Public Hall, we were part of the visual team shaping how the day looked and felt. For Multiculture 2.0 specifically, that extended into the merchandise line and the screen printing on the apparel, so the audience walked out of the venue carrying a piece of the day with them. Alongside these headline pieces, we have kept contributing smaller visual assets, set design ideas and representational artwork as new artists have come through the label.
The longer stretch of work with Atti Culture has moved across formats and artists. For Kaipulla by OfRo and Rahul Sridhar, we worked on the creative video production side, helping shape ideas for shots, pacing and the overall visual language of the track. For Fault Kai, we built the logo system that now anchors his releases and merch pulls.
Across Multiculture 1.0 and 2.0, the collective's all-day Tamil hip-hop gatherings at Chennai's Victoria Public Hall, we were part of the visual team shaping how the day looked and felt. For Multiculture 2.0 specifically, that extended into the merchandise line and the screen printing on the apparel, so the audience walked out of the venue carrying a piece of the day with them. Alongside these headline pieces, we have kept contributing smaller visual assets, set design ideas and representational artwork as new artists have come through the label.
A long-running collaboration with Atti Culture, the Chennai-based independent record label and production company founded by producer OfRo in 2019, that has become one of the defining spaces for the new generation of Tamil hip-hop and independent artists. Over the course of our partnership, Kalaki has worked alongside the label and its roster of emerging voices, shaping how their sound meets the eye. The work moves across creative direction for music videos, set design ideas, logo systems, merchandise, screen-printed apparel, and the smaller representational visuals that help each artist show up with a world of their own.
A long-running collaboration with Atti Culture, the Chennai-based independent record label and production company founded by producer OfRo in 2019, that has become one of the defining spaces for the new generation of Tamil hip-hop and independent artists.
Over the course of our partnership, Kalaki has worked alongside the label and its roster of emerging voices, shaping how their sound meets the eye.