I created the Chiaroscuro SS24 campaign to explore the contrast between rugged masculinity and refined sophistication, using light and shadow to highlight the sharp textures and bold forms of the collection. Every detail—from the moodboards and campaign stories to the styling and location selection in London—was carefully curated to bring this vision to life.

I led the creative direction on the day, ensuring the shoot captured the moody, high-contrast aesthetic that enhances the jewellery’s interplay of strength and elegance. Personally styling each look, I balanced raw, edgy elements with polished tailoring, reflecting the duality at the heart of the collection.

Directing a team of seven, I oversaw both the photography and a behind-the-scenes video shoot, offering an intimate look into the craftsmanship and artistry behind the collection. The result? A striking, cinematic campaign that pushes boundaries while staying true to Tateossian’s signature refinement.