Luminous. Sophisticated. Edgy.

For Holiday 2022, I conceptualized and art directed a LAGOS tv commercial showcasing their high-quality craftsmanship, innovative Smart Caviar bracelet, and luxury gold and diamonds. The campaign #MyLAGOSMyWay is based off of how women wear their jewelry. There are three main characters in the commercial, all of which have different personalities that are shown through their jewelry choices. The “Gold Girl” wears gold and has more of an edgy downtown style that is also characterized the clothing choices. Whereas, “Diamond Girl” lives a life full of glamour and shines bright in diamonds. Lastly, “Ceramic Girl” is uptown chic and has a colorful personality, which is showcased through the bold ceramic caviar styles.

The video’s edit to a custom track is upbeat and attention grabbing. Photography was captured to align with the video campaign.

The below storyboard was created to convey the video concept to the videographer, wardrobe stylist and prop stylist. References were taken from previous movies along with model images to influence the clothing selected for the video. Movement and poses references were also provided in a larger creative brief.