Winter Jewellery Trends

Campaign design and creative direction for QVC UK Winter Jewellery Trends, developed to showcase seasonal jewellery collections through a distinct visual concept. I proposed and led the idea of using large blocks of ice in a studio setting, allowing them to naturally melt to create evolving textures that reflected the cold, reflective qualities of the jewellery.

The production covered four key trend directions, with collaboration across two photographers to ensure each trend had a distinct visual treatment while maintaining a cohesive overarching concept. This approach allowed for differentiated storytelling across the range while working within a simple, controlled studio setup.

The resulting imagery, captured by Gary Jackson and Josu Muniz, delivered a striking visual system that was used across campaign pages and marketing assets. The campaign contributed to a 18% uplift in jewellery sales during the seasonal period.