Graff

Apr 2024

The Graff Galaxia Spring 2024 campaign transcends traditional high jewelry advertising, leaning into a moody, celestial aesthetic that feels both expansive and deeply intimate. Creative direction by Robert Lussier, working alongside agency The Style Council, orchestrates a visual narrative where the brilliance of emeralds, rubies, and rare yellow diamonds is set against atmospheric, nebulous backdrops of deep, luminous green. Photographer Mikael Jansson captures model Rianne Van Rompaey with an ethereal quality, utilizing a cinematic, low-key chiaroscuro lighting style that allows the jewelry to emerge from obsidian shadows. The campaign balances dynamic, wind-swept motion with moments of absolute stillness, effectively contrasting the organic texture of sand and dark rock formations with the clean, sharp facets of high-end craftsmanship. With hair by Damien Boissinot and makeup by Hannah Murray, the styling remains intentionally minimalist, favoring simple black silhouettes that ensure the focus remains squarely on the intricate, light-catching pieces. Whether using natural light to evoke an otherworldly glow or utilizing precision studio strobes to highlight the clarity of individual gemstones, the imagery maintains a cohesive, polished editorial minimalism. This project stands as a sophisticated exploration of luxury, blending vfx visual effects with a raw, tactile sense of beauty to define a new, cosmic chapter for the brand.

Editorial, Cinematic, Commercial

Jewellery, Fashion