Facets

CREATIVE DIRECTION

Conceptualized, styled and
produced a campaign for the
Singapore-based diamond
wholesale company.

Facets
 



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.

 

 
 
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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.


 

 
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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 work of mother nature.

 
 
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DIAMOND TOOLS SERIES

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CREDITS
Floral Styling in Collaboration with
Ekta Hathiramani

Photography
Natsuko Teruya


facetsingapore.com



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