Megan Turpie
The Client
Nina's Jewellery
Nina’s Jewellery sought to launch Rosewood, a luxury collection celebrating rare pink diamonds and warm, organic tones. As a boutique team of four, the brand needed a high-impact campaign that could compete with major luxury houses while staying lean and agile.
The traditional scope required luxury e-commerce product shots, but the brand lacked the high-budget resources to execute expansive, multi-location editorial shoots and motion content necessary for a modern launch.
Strategic Art Direction: Introducing "Lived-In Luxury"
To bridge the gap between high jewellery and everyday romance, I introduced a new visual pillar for the brand:Â Lived-In Editorial Photography. Moving away from rigid e-commerce staging, I directed model-led lifestyle shots in warm, natural light in order to capture the collection against soft textures, organic linen, and sun-drenched skin.Â
(01)
AI-Driven World Building & Motion
Recognizing the limitations of a small team, I pioneered the integration of AI tools to scale our creative output. Using the core photoshoot stills as visual anchors, I utilized generative AI to build extended background environments, generate realistic lighting shifts, and animate static jewellery pieces into ethereal motion loops.
(02)
Omnichannel Execution
(03)
With the campaign imagery and AI motion suite established, I directed the full launch rollout across every touchpoint; from luxury print lookbooks and window displays for retail, to high-converting editorial EDMs with subtle motion GIFs. To drive performance, I translated this visual language into dynamic video ads for Meta campaigns and Instagram Reels.
Touchpoints
To bridge the gap between digital discovery and in-store engagement, I designed converting web landing pages, responsive email marketing campaigns, and tactile in-store POS collateral. By integrating AI-assisted motion imagery into the asset pipeline, I efficiently scaled dynamic video content across social channels and digital touchpoints, delivering a seamless, elevated customer journey that expanded brand reach across both digital and physical retail.
The Original
AI motion video animated using Firefly