Graff launches “Elements” advertising campaign
LONDON, September 2015 – Graff’s rare jewels represent the ‘Ultimate Element’ in a new global advertising campaign, set over four striking images themed around nature’s fundamental elements: Earth, Water, Air and Fire.
Within each shot, model Emily Didonato wears Graff’s rarest and most exceptional jewels incorporating exquisite diamonds, rubies and emeralds – totalling over 470 carats.
The jewellery pieces featured in the new campaign include: The Gemini Yellows, a pair of 55.74ct and 51.29ct Fancy Intense Yellow Flawless emerald cut diamond earrings; a 90.14ct Fancy Intense Yellow cushion cut diamond ring; a 142.06ct diamond necklace; a 38.13ct D Flawless pear shape diamond ring, and a pair of earrings featuring 18.18ct and 18.15ct D Flawless pear shape diamond drops.
Each jewel featured within the campaign was designed at Graff’s London atelier, where the natural beauty of the stone is carefully considered, every contour and facet closely studied.
A stone-led design is then realised, first with a pencil sketch, followed by a gouache painting; a time-honoured, skilled tradition of fine jewellery that turns a hand-painted design into a work of art.
At Graff’s workshop, highly-skilled Master Craftsmen then work to hammer and coax precious metals into shape, forming mounts into which each diamond and precious gemstone is carefully placed.
From the creation of the design to the immaculate setting each jewellery piece requires many hours of work, some several hundred hours.
The new campaign is being launched in September 2015, simultaneously across newspapers, magazines, ambient media and online platforms – with images also displayed in-store at Graff’s 55 locations across the UK and Europe, North America, Africa, Asia and the Middle East.
The campaign was photographed by Michelangelo Battista. The model wears dresses by Antonio Beradi.
Creative agency Brave New World directed the shoot with input from Graff’s in-house team.