Graff Spring 2022 Ad Campaign


'Legend Of Mermaids' Spring 2022 Ad Campaign

Review of Graff Spring 2022 Ad Campaign by The Style Council, Photographer Carlijn Jacobs, And Director Masha Vayukova

Graff shares a luxurious seashore fantasy of a campaign for its new high jewelry collection. The Spring 2022 campaign features creative direction from The Style Council and photography by Carlijn Jacobs.

Jacobs captures her models against the natural beauty of a rocky seashore and its shifting tides. Dripping with jewels and rising mystically from the ocean’s shallows, these characters take on the aspect of mermaids or sirens, mythical beings whose seductive control over passing sailors makes them symbols of power and femininity.

This symbolism of power both emotional and physical is present in the gemstones of the collection as well, making for an evocative and aesthetically harmonious campaign that submerges its viewer in an aquatic world of strength and splendor.

Graff Mermaids spring 2022
Graff Mermaids spring 2022
Graff Mermaids spring 2022

Graff Creative Director | Tim Holloway
Agency/Creative Direction | The Style Council
Photographer | Carlijn Jacobs
Director | Masha Vasyukova
Stylist | Imruh Asha
Hair | Anthony Turner
Makeup | Lynsey Alexander
Copy Writer | John Gibson
Production | N6