Case study · 07 · Product campaign · AI
Cloud: pearls two ways in an AI campaign
The Cloud pearl set. From a packshot, a soft shoot in powder pink, everyday life in jeans and a short animation. AI frames.
In short
- Brand
- VELUCCI, a jewellery brand. The Cloud pearl set.
- Goal
- Show from one packshot on white that pearls are not only “for special occasions”.
- Idea
- The same pearl, two lives: soft intimacy in powder pink and an ordinary day in jeans.
- My role
- Concept, art direction, AI shoot, selection, check of the pearls, pendant and earrings.
- Result
- A shoot in two worlds, a shot in motion and a short animation. The frames are live on the product pages of the brand’s shop.
Want something like this for your brand? Send a short brief
Start
One packshot
The set only had a photo on white. Every frame was checked against it: the number and size of the pearls, the charm, the shape of the earring.
What I turned down
Two directions that did not make it
On the pins I liked, the background was skin, not clothes. Hence the rule: the pearl on skin, not on the outfit.
Selection
The product as it is in the workshop
Visuals
Project brand book
01 · Idea
The same pearl, two lives: soft intimacy in powder pink and an ordinary day in jeans.
From one packshot on a white background came a shoot that shows pearls aren't only “for special occasions”. Plus a frame in motion and a short animation.
02 · Input
One packshot
The set had only a photo on a white background. Every frame checked against it: the number and size of the pearls, the charm, the shape of the earring.
03 · Light
Soft daylight
- Diffused window light, no hard shadows.
- The pearl has a delicate, creamy lustre, not a mirror shine.
- Warm, real skin: freckles, pores, wet strands of hair.
- In motion: light burn and blur, as if the photo was taken on the run.
04 · Palette
Pink, skin, pearl, denim
dress
creamy white
warm grey
the second world
the only dark accent
05 · Two worlds
Intimate
Powder pink strapless dress, hand on the collarbone, wet hair. Pearls close to the skin.
Everyday
Light jeans, pearls hanging from the pocket, a white T-shirt. And pearls in motion, not posed.
Detail · necklace and earring
Detail · bracelet with a charm
Motion · light burn
06 · Composition
Close to the skin
- Framed from the lips to the waist, or just the detail, the face often out of frame.
- One gesture per photo: hand on the collarbone, hand in the pocket.
- Jewellery at its real scale: the pearls must not “grow”.
- Formats: 2:3 and 4:5 for the product page and feed, 9:16 for the animation.
07 · What we avoid
- mirror-like, plastic pearl shine
- changing the number of pearls or the shape of the charm
- smoothed, plastic skin
- studio pink like a sweets advert
- overdone glamour: evening gowns, red lips
See also
- AI product photosPackshot and AI campaign for an online shop.
- AI video adsShort videos and animations from a finished frame.
- This project on the home pageThe full portfolio with the rest of my work.
Have a similar product?
Write a few sentences: the brand and product, what content you need, where it will run and by when. I quote after a short description of the project and reply within 24 h.