Background
Echo is a fictional premium jewellery brand, built around a single concept: jewellery as an organic extension of the body.
This project explores a new way of presenting the product, moving away from traditional styling conventions.
Challenge
Reinventing jewellery styling without relying on traditional conventions:
• Avoid showing the body directly
• Create a strong and consistent editorial aesthetic
• Achieve a realistic look using generative tools
• Maintain visual consistency across a series of images
Creative Direction
I have developed a visual approach based on the idea of “resonance” between the body and the jewellery.
• The body is suggested through organic veils
• The jewellery becomes the visual focal point
• The overall effect creates an ethereal, sensory and editorial aesthetic
👉 The aim: to make the jewellery felt rather than simply shown
AI Approach
Using AI as a tool for artistic direction and exploration, rather than simply as a generator.
• Experimentation with several models (Nano Banana, Seedream, Flux)
• Iterative research via advanced prompting
• Selection and refinement of outputs to establish a coherent direction
• Finalisation of the output around a single model
Further exploration in video format using Runway and Kling to bring the visuals to life.
Production
• Creation of a series of editorial visuals
• Development of a consistent visual style (textures, lighting, colour)
• Design of mood and transition images
• Production of an editorial video using the visuals created
Project approach
The work focused on visual consistency and artistic direction:
• Standardisation of lighting and atmospheres
• Pursuit of realism achieved through iteration
• Development of a distinctive visual style
👉 Here, AI acts as an extension of the creative process, serving a specific vision.
Objective
• Explore the potential of AI in the creation of brand content
• Test new visual formats for brand content
• Anticipate future applications across creation, production and art direction
