The People and Investment Behind Our Biggest Project Yet
Meeting Adhiraj
The spotlight model for this project is Adhiraj. Adhiraj is a Sydney-based content creator currently spending time in Nepal. His work moves across fitness, motivation, lifestyle and entrepreneurship, but what first stood out to us was the consistency behind everything he does.
From reaching Annapurna Base Camp and maintaining his fitness journey along the way to building businesses in Sydney, his story reflects discipline and a willingness to keep moving forward. With a background in personal training, fitness has remained an important part of how he approaches both his work and his life.
For us, this collaboration was never simply about working with a familiar face. It was about working with someone whose values naturally aligned with the story we wanted to tell.
A Shared Understanding of Modern Life
Life can become busy very quickly. Work, responsibilities and ambition can often take priority, and it becomes easy to overlook the importance of making time for yourself.
This is something we continue to explore through Altyra Studio.
We create clothing for people who are moving through full and demanding lives, but who still want to do so with intention. We believe there is value in being driven, but also in knowing when to slow down, reflect and return to yourself.
Adhiraj understands that balance. He is ambitious and constantly active, yet his journey also shows the importance of discipline, personal wellbeing and purpose.
Moving for Something Greater
One of the most meaningful parts of Adhiraj’s journey was his decision to run a marathon and raise NPR 200,000 to support children’s mental health and emotional wellbeing.
From 6 PM to 6 AM, he brought together a community of runners for what he called DUSK TILL DAWN — a 12-hour overnight run built around one simple cause: giving back to children.
What started as one person’s run became something much larger.
12 hrs 15 mins of running
1,100+ km jointly covered
70+ runners involved
600+ children benefited
4 schools reached
NPR 2,15,363.59 raised
What stayed with us was not only the physical achievement, but the intention behind it. It was a selfless project that brought people together and encouraged an entire community to move with purpose.
We were fortunate to collaborate with Adhiraj on merchandise for the run, and being able to contribute in a small way was an honour for us. The experience reminded us that clothing can occasionally become part of something larger than the product itself.
A lot of people came together to make DUSK TILL DAWN happen. @power..creates and @supath helped bring the visuals and graphics together, while @lazernobody, @razbasnet.1 and @anjuli_i captured the moments along the way. @ayushh.shilpakar and @pranay_shrestha helped with the routes, and @artha.runclub and @peakrunnersclub opened up their running communities for the event. @fastandup_nepal supported the runners with hydration, while @altyra.studio and @fitcoreathleisure contributed as fit sponsors. @the.projectloud believed in the project from the beginning, and @itspraatik stayed involved and helped see it through to the end.
Thank you to every runner, donor and person who played a part.
A Personal Reflection
Knowing Adhiraj personally made this project feel especially significant to me.
Watching someone build, train and continue showing up for the things they believe in encouraged me to reflect on my own journey. Building Altyra Studio often requires the same patience, uncertainty and consistency that exist within any meaningful pursuit.
Behind the imagery and the brand identity, we are still people learning as we go.
Through our work, we hope to encourage our audience to feel confident in who they are, to explore their creativity and to continue building the life they want, even when progress feels gradual.
This project reminded me that meaningful work does not always need to announce itself. Often, it is created quietly through consistency, care and belief in the process.
The Story We Wanted to Tell
The campaign was designed as a quiet observation of a day in the life of someone who is constantly moving.
We wanted to explore the contrast between a busy lifestyle and the smaller moments of stillness found within it. Life is not only defined by work, training or achievement. It is also shaped by simple routines, quiet pauses and the time we create for ourselves.
The film follows this rhythm.
There are moments of movement, focus and responsibility, but also moments of calm. Our intention was to show that these two parts of life do not need to exist separately.
You can be ambitious without losing softness. You can move quickly while still remaining present.
Allowing the Clothing to Feel Natural
We wanted Adhiraj to feel comfortable and recognisable throughout the shoot.
Rather than creating a version of him that felt overly styled or disconnected from his life, we wanted the clothing to sit naturally within his environment and personality.
Our focus was on capturing honest expressions, movement and quieter emotions. We wanted to show how the garments felt while being lived in, rather than presenting them only as objects.
The clothing was never intended to overpower the person wearing it. It was there to complement him and become part of the wider story.
Our Most Considered Production to Date
This became our most ambitious production so far, both creatively and financially.
We mention this not to place emphasis on the size of the investment, but because it reflects how much the project meant to us. We wanted to give the idea the time, care and support it required.
More importantly, the project was shaped by the people who brought it to life.
Jason led the creative direction and carefully helped turn the initial concept into a clear and considered production. Nhuja and Samida worked behind the cameras, capturing the campaign across two demanding days.
Rohan, my business partner, contributed in almost every possible way. He acted within the campaign, supported the direction and continued helping wherever he was needed throughout the production.
Kellin and Rohan’s girlfriend also generously gave their time to support us on set. Our catering team helped keep everyone looked after during the shoot, while Nishcal brought the final film together through the editing process.
Each person contributed something important.
The final result belongs as much to the team behind the camera as it does to those appearing in front of it.
Building the World Around the Film
The preparation began with a simple idea: to capture a cinematic portrait of a person keeping pace with the demands of everyday life.
From there, the concept required careful art direction, location scouting, styling and scheduling. We also wanted to create still portraits that felt connected to the film rather than separate from it.
Each location needed to serve the same emotional world.
We were not looking to create a collection of beautiful but unrelated images. Every frame needed to contribute to the wider ideas of movement, responsibility, solitude and balance.
The process required more planning than anything we had previously created, but it also taught us the importance of slowing down and giving an idea enough room to develop properly.
Raising Our Own Standard
This project has raised the standard we now hold for ourselves.
It showed us how much stronger a campaign can become when the story, clothing, casting and production are considered as one complete experience.
We still have a great deal to learn, and there are many areas in which we hope to improve. However, this production gave us a clearer understanding of the direction we want to continue exploring.
Our ambition is to create work that feels refined and can exist confidently alongside international brands, while still remaining honest to our own perspective, background and resources.
We do not want to imitate what already exists. We want to continue learning how to express Altyra Studio in a way that feels distinctly ours.
Finding Calm Within Movement
Ultimately, we hope this campaign offers a gentle reminder that even within a busy and chaotic life, calmness can still be created.
It does not always require stepping away from responsibility. Sometimes it can be found within a morning routine, a training session, the clothing you feel comfortable in or a quiet moment that belongs entirely to you.
Creativity often comes with uncertainty, obstacles and moments of doubt. We continue to experience all of these while building Altyra Studio.
But we are learning that these difficulties are not separate from the process. They are often what give the final work its meaning.
This project was created through many hands, long days and a shared belief in the idea. We are grateful to everyone who helped us bring it to life, and to those who continue to give our work their attention.
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