Project Overview: Tasked with conceiving a campaign concept for the Chupi rebrand and the unveiling of the latest collection, "The One in a Trillion Collection," featuring exclusively lab-grown, sustainable diamonds.

My Contribution: Pioneering the conceptualization and visual direction for the "Next Chapter" of Chupi, I played a pivotal role in shaping the brand's evolution. Serving as both the creative mind and photographer, I captured compelling campaign imagery for dissemination across social media, the website, and paid social channels. The campaign successfully launched in April 2023.

Key Deliverables:

• Creation of the shoot concept, inclusive of art direction and photography for campaign imagery

• Selection of locations and meticulous planning of the shot list

• Art direction for all imagery and video content throughout the two-day shoot

• Post-shoot responsibilities involved designing diverse communications and overseeing post-production for both video and stills. These assets were strategically deployed across email campaigns, paid and organic social media, YouTube, and the website, ensuring a cohesive and impactful brand presentation.