FAR OUT: Graff is stargazing with an unconventional ad campaign that sets its latest high jewelry collection against a backdrop of the aurora borealis.
The campaign, “Galaxia,” was shot using cutting-edge visual effects technologies, with cinematic footage of the aurora borealis and other celestial phenomena displayed on 180-degree, high-definition LED video walls.
Dutch model Rianne van Rompaey features in the campaign, which was photographed by Mikael Jansson and styled by Emmanuelle Alt.
It shows the female Galaxia, a force more powerful than Mother Nature, dazzled by more than 1,160 carats of diamonds and gemstones, including yellow and white diamonds, emeralds, rubies and sapphires.
An image from the new Graff high jewelry campaign, “Galaxia.”
Francois Graff, chief executive officer of Graff, said the brand is “constantly searching for ways to push the boundaries of what is possible across every facet of our business as we innovate and challenge convention. This is something that will never fade or falter. We seek perfection, and “Galaxia” embodies this ethos.”
Anne-Eva Geffroy, design director at Graff, said the campaign reflects the qualities and individual nuances of each diamond and gemstone, “but also the virtues that we associate with femininity such as power, creativity and strength. The stones radiate a bold beauty — mirroring the fearless presence of Galaxia.”
A behind-the-scenes image of Graff’s new “Galaxia” high jewelry campaign.
The backdrop isn’t the only thing that’s green. Graff said the filmmaking process has a low carbon footprint compared with traditional methods.
Green is also a signature color of the house. Graff’s “green lady” first appeared in a print advertising campaign in the early 2000s. She emerged again in 2018 in another campaign.
Jewelry featured in the “Galaxia” campaign includes an emerald and diamond necklace showcasing three very rare 4-carat lozenge-shape Colombian emeralds; a pair of Colombian emerald and diamond earrings; three Colombian emerald and diamond bracelets, and a 17-carat emerald-cut Colombian emerald and diamond ring.
There is also a pair of earrings featuring 21-carat Fancy Yellow radiant-cut diamonds, surrounded by intricate rows of white diamonds; a 36-carat Fancy Intense Yellow cushion-cut diamond ring, and a 9-carat Fancy Intense Yellow cushion-cut diamond ring set with white diamonds.
A ring from the Graff “Galaxia” campaign.