YEAR
2026
YEAR
2026
ABOUT THE PROJECT
'LUMEN' - Holiday campaign for Tzufa's gold collection.
Inspired by the quiet glow of the holiday season, The campaign explores the beauty of the moments before the celebration begins: intimate details, soft light and subtle reflections of gold.
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
A visual exploration of texture, composition and light - bringing together tactile materials, organic forms and intimate still life references to define the campaign’s visual language.
THE IDEA
To capture the quiet moments before the celebration, when jewelry becomes part of the ritual, and everyday preparations take on a festive glow.
(02) THE IDENTITY
VISUAL LANGUAGE
A soft and tactile visual language, combining muted tones, delicate textures and warm, diffused light. Minimal compositions create space for the jewelry to stand out
COLOR PALETTE
Warm neutrals, soft ivory and delicate beige, balanced with the natural warmth of gold. Creating a soft, timeless and refined palette.
(03) THE STRATEGY
THE AUDIENCE
For women drawn to understated elegance, timeless design and meaningful details. Jewelry that feels refined and personal, made to move effortlessly between everyday moments and special occasions.
THE VALUES
Timeless elegance, thoughtful design and the beauty of simplicity. The campaign reflects Tzufa’s modern and effortless approach to jewelry.
ART DIRECTION
The art direction focused on capturing the quiet anticipation of a holiday celebration. Carefully composed still lifes and soft, slow movements were directed to create an intimate sense of elegance, allowing the jewelry to naturally become part of the ritual.
SET & MATERIAL
Candles, champagne, elegant cutlery, flowing fabrics and gold jewelry create a sense of anticipation, capturing the beauty of the table before the celebration begins.
(04) THE RESULT
OUTCOME
A cohesive visual story that brings Tzufa’s gold collection into the holiday atmosphere. Turning the quiet anticipation of a holiday dinner into a world of movement, texture, and gold. A refined visual story where jewelry becomes part of the ritual of celebration.
