I have been waiting SO long to share these! Earlier this year I shot the hero images for a new jewellery brand ICONS, who are changing the game in the world of modular jewellery.
I met Amrith (founder) on a personal project I was doing (another reason to always pursue personal projects) and from the moment he began telling me about his vision I knew we would be working together in some way.
After showing him my work he immediately said, ‘Dude, can you do your thing exactly how you do it for my brand?!’
Both of us wanting to challenge the norms of our prospective industries I was ecstatic to have creative freedom to bring his vision to life.
‘I want the opposite of the typical soft, earth tone jewellery look for ICONS’, is what was clearly stated in the brief. My style is BOLD, RAW and MINIMAL, so you could say this brief was written just for me.
Amrith made my job easy, already having the shoot concept sorted and model selected. On shoot day with my talented videographer buddy Nick from VSNZ, and incredible hair and makeup artist Tania Travers we proceeded to make some iconic, bold, artistic images.
Not only is the jewellery itself gorgeous but the locking mechanism that attaches each icon to its base is insanely satisfying to play with. This new, innovative patented design is a game changer in the modular jewellery industry.
With heaps of ICONS to choose from and all the bases including rings, necklace, bangle, and earrings, the combinations and versatility of the ICONS platform is endless.
If you can’t tell already I am a massive fan boy of this new brand, and being a bit of a bower bird myself loving shiny things, this project ticked all the boxes for me.
I cannot wait to work together with the great team again and hopefully build a relationship shooting ICON campaigns well into the future.
You can see some BTS from the shoot on my about page here.
