YEAR
2026
YEAR
2026
ABOUT THE PROJECT
'HEATWAVE' - Summer campaign for Tzufa's gold collection.
A visual story inspired by the intensity of hot summer days, where golden jewelry meets melting textures, seasonal colors and sun-kissed skin. A playful, tactile world that transforms the feeling of summer into a refined studio experience.
CLIENT
TZUFA
YEAR
2026
SERVICES
Photography, Creative Direction, Set Design, Video Editing
MODEL PHOTOGRAPHY: SHELLY ADATO ZAV
MODEL: YAM BEN AHARON
HAIR AND MAKEUP: MAY OMER
(01) THE FOUNDATION
THE SEARCH
The search explored the tension between heat and freshness, inspired by dewy skin, cool textures and the feeling of relief on a hot summer day. A sensory direction balancing warmth, shine and refreshment.
THE IDEA
to turn the intensity of summer into a sensory world of heat, freshness and golden light. Through melting textures, playful contrasts and sun-kissed skin, the campaign captures the feeling of a long, carefree summer day through the lens of jewelry.
(02) THE IDENTITY
VISUAL LANGUAGE
A clean, refined visual language shaped by soft studio light, intimate close-ups, and carefully composed imagery. A focused use of selected elements brings a sense of freshness and playfulness, while keeping the gold jewelry at the heart of every composition.
COLOR PALETTE
A fresh summer palette inspired by the natural colors of fruit, ice cream, sea and sky. Creating a balance between playful color and refined elegance.
(03) THE STRATEGY
THE AUDIENCE
Young, fashion driven women who view jewelry as an expression of personal style. Drawn to contemporary, playful luxury, they appreciate elevated visuals and effortless styling.
THE VALUES
The campaign embraces a playful and expressive approach to jewelry, balancing fun with a sense of effortless style.
ART DIRECTION
The art direction brings the feeling of a hot summer day into the studio through playful styling and carefully directed movement. Slow, effortless gestures and unexpected interactions with the selected elements create a sense of spontaneity, keeping the jewelry at the center of the story.
SET & MATERIAL
Seasonal fruits and melting ice cream bring freshness, texture and a playful touch to the compositions.
(04) THE RESULT
OUTCOME
Transforming the heat and energy of summer into a playful visual world where gold meets freshness, color and sweetness. A joyful campaign that makes the jewelry feel effortless, playful and made for long summer days.
