Art Direction
My Role
Campaign conceptualization, Visual storytelling direction, Mood-board development
Collaborators
Other way Round
Duration
Mar – Apr 2025 (1 month)
Other Way Round, the studio handling Zoya's campaign production, brought me in specifically for ideation, to conceptualize the visual direction for a series of short product videos for Aeterna, Zoya's fine jewelry collection. My role wasn't execution. It was imagination, translating the meaning embedded in each piece into shot concepts, mood-boards, and visual narratives before a single frame was filmed.
Aeterna isn't just jewelry. The collection is rooted in sacred geometry, seven interwoven circles forming a gateway between what a woman has been and all she is yet to become. The Vesica Piscis, where two circles meet, as a symbol of divine creation. That's not a brief you respond to with pretty compositions. It demands concept-first thinking, where every shot has to mean something before it looks like something.
My entry point was always the idea. What does eternity look like in motion? How does divinity feel in a 15-second frame? I'd gather visual references, build the conceptual logic, present it, then we'd shape decisions together as a team.
A few concepts from an iterative ideation process, some of which made the final cut. A glimpse into the thinking behind the frame.
Each concept stands as its own quiet expression of the piece. In one, the pendant rests between two hands forming an eternal circle, placing the jewelry at the center of a symbolic world. In another, a hand rises against the open sky, the ring emerging like a sun on the horizon, capturing the beginning of something eternal. And in the third, a continuous 360° rotation creates an unbroken loop, symbolising infinity and the timeless nature of the piece.
This was the kind of project I think I was made for. No execution pressure, no software open, just imagination running at full speed. Every concept started as a feeling I had to find words and references for, then translate into something a camera crew could actually build. I loved every bit of it. It reminded me that the most valuable thing I bring to a room sometimes isn't what I can make, it's what I can see before anyone else does.
