De Beers

Jul 2025

For their Shadows campaign, De Beers leans into the interplay between form and light, presenting a high-contrast study of fine diamond jewellery. Captured by photographer Paul Scala, the series explores the sculptural qualities of each piece, positioning ornate diamond earrings and tennis bracelets as central figures within a minimalist, monochrome aesthetic. Guided by art director Richard Pang, the campaign employs a range of deliberate lighting techniques, from sharp chiaroscuro and graphic hard light to ethereal motion blur and multiple exposures. These artistic choices work to frame the jewellery against the contours of the human form, with styling by Naomi Miller and makeup by Jimmy Owen Jones accentuating a refined, moody atmosphere. Model Candice Shepstone features throughout, providing a consistent silhouette against which the brilliance of the diamonds is isolated and magnified.

Vertical, Monochrome

Jewellery

Advertising Campaign