Viani Watches x DJ Horne
Capturing Raleigh Pride: Viani Watches x DJ Horne Limited-Edition Launch
Campaign Overview
When Viani Watches founder Sunny Bhathela reached out with the idea of a limited-edition watch to celebrate Raleigh and NC State’s unforgettable Final Four run, we knew this project was going to be something special. Sunny, an NC State alumnus, launched Viani Watches after moving to NYC, designing solar-powered watches with Hindi numerals that reflect his heritage. Teaming up with NC State basketball star DJ Horne, he created a watch that embodies the spirit of Raleigh. For this campaign, we aimed to capture that spirit in every shot.
Setting the Scene
For the shoot, we partnered with Trailblazer Studios, transforming the soundstage to match NC State’s iconic red Belltower glow after a victory. Rigging a number of customizable LED lights, we were able to completely control the environment from our fingertips. In one day, we captured a full suite of video, photos and behind-the-scenes footage to build out a complete visual campaign for Viani’s website and social media.
Crafting a Commercial
To bring this campaign to life, we went all-in on high-energy visuals. We utilized a Sony FX6 paired with an Easyrig and shoulder mount for versatile action shots that kept up with DJ’s ball handling and dunks. For that high-impact, high-energy look, we experimented with motion blur, adjusting the shutter speed to create a sense of movement and intensity with every dribble. One of the standout shots was a high & wide shot of DJ dunking, captured by mounting a camera above the rim—a setup that paid off with a little extra sweat.
Photos for E-Commerce and Social Media
Alongside the reel, the shoot included detailed product photography to showcase the watch on Viani’s e-commerce site. These images, tailored for online shopping, gave buyers an up-close look at the watch, adding to its appeal. We optimized the photos and videos for a 9x16 vertical format to ensure they’d pop on social media while providing high-quality assets for product listings and promo materials. The result was a cohesive set of visuals that conveyed the watch’s story and quality, perfect for Viani’s target audience.
A Collaborative, Family-Driven Shoot
DJ Horne was incredible to work with—humble, professional, and a true Raleigh legend, which added an authentic touch to every frame. Sunny’s family played a big role on set as well, making it feel like a family affair. His brother helped construct the basketball goal, and his parents were there to support, creating an atmosphere of warmth and teamwork. From setup to final shot, the entire production went smoothly, and the energy on set carried through to the final product.
The campaign was a resounding success—these limited-edition watches captured the attention of fans and sold out quickly after launch. We’re thrilled with how it turned out and proud to have been a part of celebrating Raleigh and NC State pride in such a unique way.
