Kay sukumar

Commercial film director and cinematographer working with brands such as Esteé Lauder, ASOS, Bvlgari, MANGO to name a few

Commercial film Director

Kay Sukumar Photography 

As a fashion photographer and director I shoot editorials regularly for global magazines such as  Vogue, Harpers Bazaar, Elle, Schön and work closely with International clients such as ASOS, Debenhams, KOOVS, Steven Khalil to name a few......

Photographer

Verve Portraits

Full time photographer at Verve Portraits.

Kay Sukumar is an Australian-Indian Creative Director / Commercial Film Director and Cinematographer who first began making fashion and model videos for modelling agencies in Sydney, Australia in 2008. Since then, he has worked extensively in London, New York, LA, Paris, Milan and very recently Mumbai, directing and shooting for large brands such as Esteé Lauder, Bulgari, Jo Malone London, Forever New, MANGO, Nautica, Clinique, Olay, SmashBox to name a few. 

Artistic Philosophy

At the core of Kay's philosophy lies a deep-seated passion for storytelling. He believes in crafting content that not only engages but resonates deeply with viewers. His commitment to the principle that form should accentuate content is evident in his use of metaphors and similes, adding layers of interest and interactivity to his narratives. This meticulous attention to detail extends to his pre-planning and rehearsal processes, ensuring each film is executed with unrivalled precision and accuracy.

The New Role of a Director in 2025 is Beyond Just Shooting Pretty.

Most people still think a director’s job is to make things look good.
 But in 2025, that’s the fastest way to become replaceable.

A modern director isn’t just composing frames.
We’re translating business goals into visual emotion.
We’re taking brand strategy, audience insights, and campaign objectives and turning them into something people can actually feel.
Because at the end of the day, if your film doesn’t move the audience, it won’t move the business.
The craft has evolved.
Today’s directors need to think like strategists, lead like founders, and feel like artists.

The camera used to be the main tool.
Now, it’s clarity.
And the directors who understand that will own the next decade.

Kay Sukumar

Creative Direction | Commercial Film Director

Storyboard vs final from our film for @bloomhotels with the lovely @kritisanon ✨ 🌟 

Directed by yours truly 🙌 

Cinematographer - @lawrencedcunha 🎥 

Da and Chief Ad - @shivanijoshi_25 🌟 

1st Ac - nisha Prabhu
Gaffer - Wasim Bhatti
Focus pullers - Suresh and Shubham
Camera Intern - Shubham tiwari , Qaanith Massodi and Aman Mathur 
Ad team - @shansit_plus @inspratik@siimran _gaikwad

Producer - @sachitramesh
Production house & Agency - @collectivecreativelabss 
Line production- @tafreehstudios
Stylist - @sukritigrover
Hmu - Adrian & Aasif
Colourist : @sager.colorist


#kaysukumar #directedbykaysukumar #kritisanon
#bloomhotel

A 30 second ad is just a movie with tighter pants 👖 

The core remains the same its still story telling with precision.

#kaysukumar

in the age of ai and advanced cammeras and lighting equipment.the process of filmmaking has become much easier.

in 2025,what's more important is understanding brand psychology, studying human behaviour and using the language of creativity to convey a feeling very quickly.

in my opinion , these three books are a gold mine of knowledge which has helped me plan. my brand films better.

#kaysukumar #commercialfilmmaker

New wave 🌊 

#2025 #kaysukumar #minishowreel

#kaysukumar #brandfilms #commercialfilmmaker #brandstory

Frames from our film for @beardo.official ✨ with the gang at @thecuttingcrewstudio featuring the lovely @shreya__chaudhry 

Directed by yours truly 🙌
Production house and agency - @thecuttingcrewstudio 
Producer - @vivekvshah 
Chief Ad & Da - @shivanijoshi__25 
Dop - @sachingadankush ✨
LP - @kabira_ashu @imran._shaikh 
Project manager - @punit_gwalani 
Ad team - @pratikwarodiya1 @sneha.__2914 
Styling - @nishthaparwani 
HMU - @aartigupta 
Production manager - @tanviagarwal15 
PD - @iamsumitraj_ 
Location - @thakurmodernhouse
Styling - @crunchncurve 
Hmu - @beautybysunil 
Production head - @jafer9268 
Edit music sound - @shaamik_s 
Associate Producer - @hastihariaa 
Post producer - @ashokkmiyatra 
DI @rahilmerchant 
Online artist - @abhilesh_shivalkar 
.
Finance - @santoshi_joshi_s @prajaktgurav 
Thanking CCS Support Team:
Driver Uday Shukla
Office Staff: @arunsolanki6270 Kiran 

#beardo #shreyachaudhry #kaysukumar

MINI showreel looks good in 5120X1080


jumping on this cinematic trend for sureee 🎥 🌪️ 🎬 🍿 

#kaysukumarshowreel #kaysukumar #2025

Frames from our new film for @bloomhotels with the lovely @kritisanon ✨🌟

Directed by yours truly 🙌

Cinematographer - @lawrencedcunha 🎥 

Da and Chief Ad - @shivanijoshi__25 🌟

1st AC - Nisha Prabhu
Gaffer - Wasim Bhatti
Focus pullers - Suresh and Shubham
Camera Intern - Shubham Tiwari, Qaanith Massodi and Aman Mathur
Ad team - @shansit_plus @inspratik @siimran_gaikwad

Producer - @sachitramesh 
Production house & Agency - @collectivecreativelabss
Line production - @tafreehstudios 
HOP - @1mti
Lp - @oyesammeep @samskito
Stylist - @sukritigrover
Hmu - Adrian & Aasif 

Post-Production: @fox.creatives 💻 
Video Editing & Online ✍️ 
Colourist : @sagar.colorist 

#kaysukumar #directedbykaysukumar #kritisanon #bloomhotel

if you cant sum up a brand film in one line, your audiences wont either. 

Listing out multiple features and benefits only confuses your customer. keel it simple!

1 problem 1 solution

The rest is just noise

#kaysukumar

Hangs with the lovely @maddie.thomson @tessmanagement ✨💫 🇬🇧 🇦🇺

The idea for this shoot was all about capturing Maddy strolling through the streets of London, making the most of the British sun. We played with some reflected light, used a few glass surfaces from buildings to reflect light here and there, and even let the sun shine straight into the lens for some cool flares. 

The goal was to reveal the movement slowly as we went along. Plus, we shot with the wind direction, which ended up making everything look cinematic and gave the footage a real natural vibe! 💫✨ 

#kaysukumar #maddiethomson #tessmanagement #london #letsgo

Start Building a visual language with your brand films

Most brands are busy making ads that are on trend.
The ones that are playing the long game are building a language, a legacy.

An ad is a one time campaign.
A visual language is an ecosystem.
It’s not just your colour palette or logo.
It’s your tone, rhythm, lighting, pacing, and emotional DNA.
It’s what makes people recognise you before your name even appears.

Think about it
You can spot an Apple film, a Nike spot, or a Coca-Cola ad
within the first two seconds.
That’s not by accident. Its by design. 
That’s language.
Ads chase attention.
Languages build memory.

So if your brand has to introduce itself every time it speaks,
 you don’t need another ad.
 You need a vocabulary.

What brand, in your opinion, has built the strongest visual language?

A few frames from my film for RAIA, Australia 🇦🇺 🎬 

Directed by yours truly 🙌 ✨ 
Produced by @globalnomadfilms 🎥 

#kaysukumar #raia #australia

This post may contain violent or disturbing content. Learn more

You have been lied to about creativity.

let me break it down!

#kaysukumar

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