How Shoot Planning With Ads & Scale Helped House of Shrusha Grow Organically
KEY RESULT
Organic social growth
from planned shoots that give AI-enabled creative a real base
Social Presence
Growing organically
from Baseline
Shoot Footage
Organised raw footage
from Shoot plan
In short: House of Shrusha and Ads & Scale planned creative shoots together so that AI-enabled content starts from real footage instead of from nothing. We planned what to shoot, where and with whom. The raw footage was then organised and handed to House of Shrusha's in-house team, who pick what goes into each upcoming social post. The result is a social presence aligned with the designer's thinking that has grown organically.
What was the goal?
House of Shrusha wanted to scale its social presence in a way that stayed true to the brand and to the designer's thought process.
Creative today is increasingly made with AI-enabled tools, but AI needs something real to work from: raw footage from a properly planned shoot. That is where the planning starts.
How did we plan the shoots together?
We planned each shoot with House of Shrusha around the designer's thought process, then organised the raw footage so the in-house team could pick from it for the brand's social content. The work ran in five steps.
1. Decide what to shoot and where
We planned the kind of shoot first: what the brand needs for its next social content and what the designer wants to show. Location is part of the creative. For festive work, an old-style house such as a haveli gives a base that makes the cloth look different.
2. Line up the people and props
A planned shoot means lining up models, a shoot team and props, and the locations they work in. All of that is organised before the shoot day, so the shoot produces footage the brand can actually use.
3. Collect and organise the raw footage
Once the shoot is done, the raw footage is collected and organised, then provided to House of Shrusha's in-house team.
4. Let the in-house team choose and create
House of Shrusha's in-house team picks from the raw footage and identifies which piece goes where. They decide what goes into the next social post and start creating it.
5. Use AI on top of real footage
Where AI-enabled tools are used, they work from this real footage instead of replacing it. Not everything is AI. What matters is the material we provide to the AI and how it is used, kept completely aligned with the brand and the designer's thought process.
Who did what?
Ads & Scale planned the shoots, with Palash and Dhara handling production and the creative brief, and worked on the brand's social presence; House of Shrusha's in-house team picked from the raw footage and created each post.
| Step | Ads & Scale | House of Shrusha |
|---|---|---|
| Shoot plan | Planned what to shoot, where and with whom | The designer's thinking guided the plan |
| Production and creative briefing | Palash and Dhara ran the production and wrote the creative brief | Shared the designer's vision for each shoot |
| Raw footage | Collected and organised it, then provided it | Received it in-house |
| Social posts | Worked on the brand's social presence | Picked the footage and created each post |
Where can you see the work?
House of Shrusha's festive social content is on Instagram at @houseofshrusha. Three recent posts from the Navratri season are linked below.
- Navratri launch, 11 October 2026. The start of a nine-day story about one home and the women who fill it, introducing Raunaq, a new chapter in vapasi.
- The Festive Edit, 14 October 2026. Bold lehariya with embroidered bibs, in jewel tones, styled to be mixed: chiffon lehariya tiered skirts alongside the new embroidered bibs.
- The tiered skirt, 15 October 2026. A chiffon lehariya tiered skirt with an embroidered bib, from the Festive Edit.
What were the results?
House of Shrusha's social presence has grown organically. The planned shoots gave the brand a base of real, organised footage that fits the designer's thinking, and the in-house team turns it into posts. This case study describes the approach; we have not published figures for this engagement.
What can other fashion brands take from this?
- Plan the shoot before the content. What, where and with whom decides what you can post for a long time afterwards. For festive work, the location changes how the cloth looks.
- Give AI real material. AI-enabled tools work best on real footage that is aligned with the brand and the designer's thought process. See our guide to AI in creative production.
- Organise the footage so the in-house team can use it. Raw footage that is collected and sorted is footage the team can pick from for the next post. See our D2C creative strategy guide and our guide to social media for D2C brands.
If you want a partner to plan your shoots and your social presence with your team, start with our Creative & Branding service, our Social Media service or a free data audit.
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