About Set Craft
Production design shaped for story, camera and execution.
Set Craft is a Mumbai-based production design studio led by production designer Gautam Kumar, working across advertising films, branded content, content studios and selected spatial environments.
The studio
Designing the environment around what the story needs.
Set Craft develops visual worlds for camera-led and visitor-led projects. That can mean transforming an existing location for an advertising film, building a culturally specific wedding environment, planning a recurring creator studio or shaping a customer-facing experience space.
The common thread is spatial storytelling: understanding what the audience needs to notice, how people or cameras move through the environment, and which design decisions will survive the realities of production.
Studio leadership
Led by Gautam Kumar.
Gautam Kumar works as a production designer and art director across advertising films, branded content and spatial design. His earlier training in direction and screenplay writing informs the way Set Craft approaches a brief: not as decoration around a scene, but as part of the storytelling structure.
That perspective keeps the work connected to performance, framing, narrative clarity and how an environment changes from one shot or moment to the next.
How we think
The design has to work before it can look effortless.
Story before styling
Research, character, brand and narrative context determine the visual world before individual decorative choices are made.
Camera before room
Depth, framing, movement, eyelines, lighting and lens behaviour matter more than how the space reads from a single standing viewpoint.
Buildability before excess
Materials, fabrication, transport, access, schedule and budget are considered early so the design remains achievable under production pressure.
Detail with hierarchy
Props, colour, surfaces and furniture are used to direct attention, not simply to make the frame busier.
Design + execution
The creative direction stays connected to the build.
Set Craft works with carpenters, fabricators, painters, prop teams, vendors and production departments to translate approved design into a physical environment. The aim is to reduce the gap between what is designed and what finally reaches camera or handover.
Where the studio works
Advertising Films & Branded Content
Production design, set strategy, art direction, construction and final-frame execution.
Podcast & Creator Studios
Recurring content environments designed around camera, acoustics, lighting and workflow.
Experience Environments
Sales galleries, experience centres and customer-facing spaces shaped around visitor journey.
Wedding & Cultural Films
Culturally researched production design for regional and celebration-led campaigns.
Real Estate Site Branding
Construction hoardings, project perimeters, entrance branding, illuminated displays and fabricated site communication designed through execution.
Selected work
Different formats. One attention to environment.
Our portfolio includes advertising-film sets, regional wedding campaigns, recurring content studios and design studies that explore how space can carry story, brand and character.
Selected collaborations
Work across advertising, digital, OTT and branded environments.
Selected brands and platforms include ICICI Prudential, Lenskart, Realme, Motorola, Vivo, IFB Appliances, Krafton, Casio, HP, Meesho, Angel One, Amazon Prime, Zee5 and MX Player.
The studio works directly with directors, production houses, agencies, brand teams and specialist collaborators depending on the project.
Mumbai based / India wide
Built around the project, not a fixed crew size.
Set Craft is based in Mumbai and works across India. Team structure changes with the scale and technical needs of the project, allowing design, fabrication, props, styling and site coordination to expand or contract without losing one visual direction.
Start a conversation
Planning a production or spatial project?
Send the brief, location, target dates and indicative budget. We can identify the right design and execution scope from there.