We are delighted to welcome Joshua Upputuru, Founder & Executive Producer of Joshua Tree Films, as a jury member for the 2025 US International Awards. With over two decades of experience in advertising, brand storytelling, and filmmaking, Joshua has played a pivotal role in shaping impactful narratives for global brands. As a leader in high-end VFX-driven content and a pioneer in Virtual Production, he continues to push the boundaries of creative storytelling. In this interview, Joshua shares insights into his journey, the evolving landscape of filmmaking, and what it takes to craft a winning corporate video.
We are thrilled to have you on the jury for the 2025 US International Awards. Please tell us more about your work background and your everyday work life. Could you also tell us what you enjoy the most in your job?
Thank you for having me on the panel. I am thrilled to go through all the great work during the judging.
I started my journey in advertising in the Client Servicing and Brand Management department at Saatchi, New Delhi. What I loved most about Saatchi's approach - and what stayed with me - is the idea that we weren't just managing brands; we were their custodians. That mindset shaped my work. I was drawn to creating campaigns that didn't just look great but made a real impact - shifting brand perception, resonating with real audiences, and driving tangible results.
Even as a kid, whenever I watched a TV commercial or a film, I'd wonder, "How did they make that?" This was long before behind-the-scenes content was a thing (yes, I'm that old!). That curiosity led me to filmmaking, first in a conventional sense and now at the intersection of storytelling and technology. Virtual Production, AI, Motion Capture, and face & body recreation - these innovations aren't just tools; they're opening up new creative possibilities.
At my core, I'm a storyteller. I love crafting narratives that engage, inspire, and push boundaries. A great story - no matter the medium - is what keeps me going.
What projects have you done so far? Are there projects that stand out for you personally?
It's difficult to choose your favorite child, but the ones I loved making were “Lenovo Super Heros”, and the project for Kirloskar Gensets, KFC, and Bi-Ruya Chocolate.
What was the most challenging project you worked on so far?
The most challenging project had to be the Tata Safari relaunch. As India's first iconic SUV, it had achieved cult status, making the campaign all the more significant. When Ogilvy approached me about the project, the client had just one request: find locations never seen before on Indian Television.
For months, we scouted across India, searching for untouched landscapes. Eventually, with a crew of nearly 200 and about 85 production vehicles, we traveled to a remote region in South India. Each day, we would leave the hotel at 3 AM, drive for three hours, shoot from 6:30 AM to 7 PM, return by 10 PM, plan for the next day, and survive on just two to three hours of sleep - for an entire week. It was grueling, but the results made it all worth it.
You can watch the film here.
What are you currently working on? And what else is planned for the upcoming time?
Currently, I'm wrapping up VFX for a full-length feature film and gearing up for the next one in March - one we shot last year.
Beyond my regular ad film projects, I have three more feature films lined up. In parallel, I'm building a tech-driven creative solutions agency - a seamless blend of a creative agency, production house, virtual studio, AI-powered creative and production solutions, and a VFX studio.
What's a creative risk you took recently? How did it turn out?
A recent creative risk I took was incorporating AI-driven visual effects into a high-profile advertising campaign. Instead of relying solely on traditional VFX workflows, we leveraged AI to generate hyper-realistic environments and dynamic elements in real-time. Given the complexity and the industry's high standards, there was an inherent risk that the technology might not meet the required cinematic quality.
However, the approach proved to be highly effective. The AI-enhanced visuals integrated seamlessly with live-action footage, optimizing both production time and costs while maintaining exceptional visual fidelity. This experience reinforced the potential of AI-driven solutions in high-end production and opened new avenues for innovation in creative storytelling.
What does an award represent to you?
To me, an award is more than recognition - it's a testament to the craft, process, and people behind the work. It validates the dedication to innovation and storytelling while setting benchmarks for the industry. More than personal achievement, awards inspire us to push boundaries and create work that truly resonates. If they help amplify that impact, they serve their purpose.
In your opinion, what makes a "good" corporate video? Alas, what are you looking for in a winning entry?
A great corporate video goes beyond polish - it must connect, engage, and leave a lasting impact. Strong storytelling, clarity of message, and an emotional or intellectual hook set it apart.
For a winning entry, I look for work that breaks the corporate mold - something memorable, thought-provoking, and resonant. The best corporate films don’t just inform; they inspire and leave a lasting impression.
Are there any tips for potential entrants? Production-wise and presentation-wise?
A great corporate film starts with strong storytelling - production value means little without engagement and authenticity. Forced messaging falls flat, while genuine narratives create real connections.
Beyond standard formats, cinematic composition, bold editing, and a well-crafted soundscape elevate even the simplest ideas. Pacing is key -every second must drive the story forward with purpose.
A compelling film grabs attention from the first frame and breaks convention where needed. Ultimately, the best work doesn't just inform; it inspires, challenges, and leaves a lasting impact.
