The Family Collection was a jewellery campaign built around four distinct sub-collections, each represented by a unique character. Through defined personality traits and targeted aesthetics, the art direction established clear visual identities for each collection while speaking directly to their intended audiences. These insights shaped everything from styling and posing to composition, ensuring each character’s essence came through in the final imagery.

My role:
Art direction, model casting, on-set direction for a studio shoot, and production of both still and video assets.

Campaign rollout:
Assets delivered across OOH, social (organic and paid), digital platforms, and in-store POS.