Graff

Nov 2023

For the Graff Holiday 2023 ad campaign, the brand leans into a narrative of opulent, cinematic leisure, balancing high-stakes glamour with the intimacy of a festive celebration. Under the creative direction of Robert Lussier and Mia Forsgren, the imagery captures the brilliance of Graff’s yellow diamonds and emeralds through a polished, editorial lens. Photographer Mikael Jansson and director of photography Stuart Winecoff utilize studio strobe lighting to masterfully highlight the sharp facets of the gemstones, often contrasting the deep, rich textures of velvet interiors and wrought-iron accents against the shimmering, sequined formalwear. With styling by Emmanuelle Alt, the visual language relies on a sharp, sophisticated palette where bold red lips and manicured nails ground the radiant, high-luxury aesthetic. The project oscillates between tight macro portraits that celebrate individual craftsmanship and wider, narrative-driven scenes—ranging from billiards-room tableaus to quiet, candid moments between models Rianne Van Rompaey and Huang Shixin—that collectively channel a timeless sense of festive elegance. By integrating dramatic chiaroscuro and clean, architectural backgrounds, the campaign establishes a high-fashion atmosphere that feels both classically refined and contemporary. The result is a cohesive series that elevates the jewellery to the status of a primary protagonist, ensuring every frame resonates with the sparkling, celebratory mood of the holiday season.

Editorial, Commercial

Studio strobe

Jewellery, Fashion