CRAZY NECK
Jewellery — necklace campaign on model.
 
THE BRIEF — A worn piece of jewellery has to stay legible: the chain, the weight, the pendant, its relationship to skin and garment. On a model, jewellery is almost always the thing you see least.
 
THE PRODUCTION — Campaign of worn necklaces, with full reading of chain and pendant. Coordinated editorial portraits for campaign and social. Macro detail of the piece for the product page.
 
THE METHOD — The jewellery is built before the model, not after: form, finish, apparent weight, how it falls. Then the wearer, the light and the frame are built around that volume. It is the reverse order of a fashion shoot, and it is why the jewellery does not disappear.
 
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