Totem is the second jewellery collection by Essentia, which launched at the IJL in 2016. I was asked to Art Direct the advertising campaign again this year and worked with the client to enhance the concept, style, manage and direct the shoot. I also produced the marketing materials, strategy and assisted with the stand design/development.
Concept: Inspired by Native American cultures, Totem encapsulates strength, passion and spirituality. Like a Totem pole, the collection encourages stacking and mixing semi-precious stones with symbolic charms, inspiring you to be the creator of your own story.
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