Luxury – are your creations presented like bolts?
- Jeff JOLY
- Apr 30
- 3 min read
In today's visual landscape, the line between luxury and the ordinary is blurring. Packshots on white backgrounds with surgical sharpness have become the norm, even for high-end jewellery pieces. While effective for commercial purposes, does this approach risk reducing these works of art to mere industrial objects? Where is the magic, the emotion, the story that each piece of jewellery is meant to convey?
At Popmyfilm, we believe every piece deserves a presentation that reflects its uniqueness. A black or white background, plays of light and shadow, artistic blur, and subtle accessories can transform a simple photo or video into a true work of art, captivating the imagination and evoking emotion.
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Focus stacking vs. artistic approach: two complementary visions
Focus stacking, a technique that combines multiple images to achieve perfect sharpness across the entire piece, is widely used for catalogs and technical presentations. Its commercial efficiency is well-established. However, this method can sometimes impart a sense of coldness, reducing the object to its physical characteristics. Conversely, an artistic mise-en-scène with areas of blur and controlled lighting can evoke the soul of the piece, its history, and symbolism.
Our project COPIN "Unique" exemplifies this approach, where aesthetics take precedence to create an emotional connection with the viewer by interspersing keywords between visuals and highlighting each high-jewellery piece against a black background with a subtle reflection.
The impact of a black background: dramatic enhancement Choosing a black background and thoughtful accessorization is deliberate. It creates a striking contrast that immediately draws the eye to the jewellery or watchmaking creation, emphasizing its precious materials and refined details. This technique is often employed to evoke luxury and exclusivity, imparting a dramatic depth to the image.
In our collaboration with the high-jewellery house COPIN, we showcased original and unique creations in an elegant atmosphere, blending Parisian timelapses as a setting with macro shots of high-jewellery pieces, thereby highlighting the soul of these exceptional items.
View the reels from Maison COPIN: COPIN Reels
Background blur: an invitation to imagination Using a blurred background, or bokeh, directs the viewer's attention to the object while creating a dreamlike ambiance. This artistic blur suggests a context without defining it explicitly, leaving room for interpretation and emotion. It transforms the video into a sensory experience, beyond mere product presentation.
In a project like the one we executed for the high-watchmaking brand "ILEGAL", we employed this technique to illustrate the assembly of a case and create sequences that captivate and inspire.
Stimulating imagination: the role of suggestion
By leaving certain parts of the image in shadow or blur, you invite the viewer to mentally complete the scene, projecting their own emotions and memories. This active interaction between image and observer creates a deeper, more personal connection, enhancing the allure of the jewellery or watchmaking creation.
View the web series: Reels – Maison COPIN
Beyond artistic blur, the staging of high-jewellery and watchmaking pieces gains richness when accompanied by background accessories. Neither too visible nor entirely absent, these subtle elements—be it delicate fabric, a feather, or a textured surface - serve as visual triggers. They evoke universes, emotions, memories, allowing the viewer to immerse themselves in a particular ambiance.
Far from merely presenting an object, this approach aims to arouse desire by appealing to the viewer's deep imagination. It's no longer just about purchasing a ring or a watch, but about embracing a story, an emotion, a piece of a dream.
Projects like Ilegal and Copin "Engraved Rings" perfectly illustrate this philosophy, using carefully composed backgrounds to evoke rich and evocative universes, transforming each piece into an invitation to a sensory and emotional journey.
Popmyfilm: expertise leading to emotion
At Popmyfilm, we leverage our expertise to stage your exceptional pieces. Our artistic approach, combined with proven technical mastery, allows us to create images and videos that enhance your creations while respecting your budget constraints. Discover our luxury universe: Popmyfilm Luxury
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