The task was to create a holiday-themed ad and I was given a diverse set of jewelry items to work with: various pearl items, diamond key pendants, and a diamond sapphire ring. It would be difficult, if not impossible, to incorporate so many unrelated pieces onto a festive background and maintain a professional tone. In marketing, less is more and a common theme is an important starting point.
A mistake many jewelers make is to request too many items with incongruent styles in a single ad. Their goal is to please every type of client with one ad, but this often backfires and ultimately cheapens the ad.
Ads should have one focal point, not 10. That doesn’t mean you’re limited to one ring. You can group a few pieces together in an interesting composition, carefully placing each object. I chose three key-shaped, diamond pendants.
The holiday theme presents a setup challenge since festive props tend to be quite colorful and, if used in the wrong way, steal the spotlight away from the jewelry. An additional obstacle when photographing jewelry is its small size relative to other props. If you do manage to find small enough props not to overshadow the main subject, when photographed close up, the props are more likely to show production faults and ruin a beautiful photo.
I visited a few stores, collecting a number of props that could set the right mood—but once I got to the shooting table, I realized they simply didn’t work with the pendants. I had bought fabrics, artisanal papers, ornaments—heck, even a bottle of wine! Sometimes an idea is only good on paper and when you actually prep the scene, it fails miserably. Who said ad design was easy?
I finally settled on light-colored Christmas tree ornaments. I blurred them slightly by shooting at a wider aperture of f8 for a shallower depth of field so that the ornament was recognizable, but didn’t detract from the diamond pendants. The setup included a total of 4 lights. 3 lights had 24x36 softboxes mounted, and one light with a 20-degree grid. If you aren't familiar with certain light modifiers, check my previous blog post here. Pendants where hung via flexible arm clamp. I retouched the image in Photoshop, de-saturating the pendants to remove some of the color cast, adding saturation and color to both the paper background and ornaments, and finally darkening above and below the image to accommodate the text and logo. Overall, retouching was minor. The text and logo were added in InDesign for a final press version delivered as a PDF.
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