"I THINK CINEMA, MOVIES, AND MAGIC HAVE ALWAYS BEEN CLOSELY ASSOCIATED. THE VERY EARLIEST PEOPLE WHO MADE FILM WERE MAGICIANS"
FRANCIS FORD COPPOLA
03. CINEMATOGRAPHY & PHOTOGRAPHY
For me, jewellery has always been more than it's physical features, there's a story within each piece. It's not enough for me to present jewellery 'as is' - its always been a core part of our brand to showcase the story behind it.
Every JL mini film has been filmed by me and my trusty Iphone(s) - countless hours are spent curating the storyboard, filming and editing to ensure that the story I want to tell is captured in a certain way.
For the first time in JL history, I didn't take photos for this collection. As the concept of Coven was quite large, I needed help. I enlisted the help of an amazing Sydney based photographer Argel Diosep who took all of our amazing photos.
The key to all JL collections is magic, and it's safe to say that he understood the assignment! I wanted a mix of sharp, crisp photos alongside eerie and blurred photos - it was the perfect contrast and quite literally brought this collection to life. Argel took all this on board and smashed it out of the park!
coven - a gothic tale of aurelia and the veil
(kee · aa · ruh · skyuor · row)
Italian - Chiaro, “light,” Scuro, “dark”
Chiaroscuro, in art, is the use of strong contrasts between light and shadow, usually bold contrasts affecting a whole composition. It is also a technical term used by artists and art historians for the use of contrasts of light to achieve a sense of volume in modelling three-dimensional objects and figures.
behind the scenes
The biggest days out of the whole collection process are the shoot days! - As you know I am very much involved in all aspects of JL and shoot days require alot of my attention! Getting through takes alot of double shot lattes! I had a specific theme in mind - American Horror Story meets Van Gogh meets Outlander (Minus the hunky Scottish highlander, more... woman saves herself)
I made a brief to send to everyone in the team. The brief was the skeleton of Coven with a disclaimer or 2.. you'll know what I mean when you read it!