Conceptualized, styled and
produced a campaign for the
Facets is a Singapore-based, diamond wholesale and bespoke jewelry company
seeking a company-wide image refresh. In an age-old industry struggling to
keep up with the competitive nature of artificial diamonds on the rise,
I sought to create original content that challenges what it means to
be a diamond trader in 2018.
With a series of images inspired by the works of Irving Penn, the goal was to prepare
Facets for the inevitable regeneration into a consumer-facing brand. By changing
the narrative of how goods are presented, we transition the (typically corporate)
field into one of luxury, bringing independent traders
to the forefront of buyers' minds.
Twelve different species of plants and flowers were used as a backdrop
to the campaign, entwining the jewelry to create form, tone and pattern
and provide a choreographic approach to floral ephemerality. In an industry
overwhelmed with synthetics guised as natural diamonds, the campaign also
seeks to address one of the industry's biggest cries to bring the attention
back to the organic; back to the workings of mother nature.