Review of Graff “Galaxia” Spring 2024 Ad Campaign by Creative Director Robert Lussier of Agency THE STYLE COUNCIL with Photographer Mikael Jansson and model Rianne Van Rompaey
Graff explores a galaxy of bejeweled beauty with its new “Galaxia” campaign for Spring 2024.
The campaign pays tribute to the return of the Green Lady, an iconic creative expression which Graff first introduced in a print advertising campaign in the early 2000s with a green woman set against a green backdrop, at once harmonizing with and scintillatingly setting off the natural color of the house’s signature jewels.
Now, the character is reimagined as Galaxia, a mystical muse who embodies the collection’s spirit of otherworldly, ethereal elegance. Ambassador Rianne Van Rompaey returns to portray this powerful figure, and she shines under a mesmerizing sky of cosmic energy.
The impressive visual effect was achieved through the use of revolutionary visual effects technology, with cinematic footage of the aurora borealis and green celestial phenomena displayed on 180° high-definition LED video walls – a technique never used before in a high jewelry campaign.
The imagery is cinematic and surreal, yet grounded in earthly elegance. It’s a powerful chapter in Graff’s unfolding campaign approach that blends far-reaching fantasy with sensual sophistication.
Creative Direction | Robert Lussier
Agency | THE STYLE COUNCIL
Photographer | Mikael Jansson
Model | Rianne Van Rompaey
DOP | Jeremy Valender
Stylist | Emmanuelle Alt
Hair | Damien Boissinot
Makeup | Hannah Murray
Manicurist | Adam Slee
Set Design | Andy Hillman
Music/Soundtrack | William J.A. Serfass
Production North 6