Digital Product World
Grown Brilliance
Creative Director
Grown Brilliance lives online, in a category where everything starts to look the same fast. Even when the product is beautiful, it’s hard to feel the difference through a grid of photos. So we built a repeatable way to give each collection a world — without losing the brand.
Not “random 3D.” A controlled extension of the system we already established. This became a set of digital worlds tied to real product truths, brand codes, and retail cues — so the experience stayed coherent across ads, site, email, and social. Collections were launching, but digitally they didn’t always land the way they should. Some pieces were higher priced, more design-driven, or more emotional — and our content needed to carry that meaning, not just show the SKU.
Scope:
Creative direction, world-building system, concept strategy, briefs, partner direction (3D + sound), approvals.
Team:
Joel De La Rosa · Akshie Shah ·
Sebastian Rijo
The Approach:
We treated each collection like a small world built around three anchors: what’s true about the product, what’s consistent about the brand, and one real-world reference that keeps the CGI grounded and believable. Each film had one clear idea. The world sets the emotion and context, then hands the spotlight to the jewelry.
To keep the work consistent across launches, we set clear constraints. The world supports the product. The tone stays restrained and free of noise. Every film includes a clear transformation moment to keep the story simple and visual. Sound supports meaning and pacing. And the process is repeatable, so new collections can reuse the same framework without starting from scratch.
Links Collection — “Connection”
The Worlds:
Links Collection — “Connection”
This collection is literally about links, connection, and construction. We leaned into that truth and treated it like an art object, because the piece carries real material weight and value with more gold. The concept was simple: individual links connect one by one until they become a complete chain. We staged it like a sculpture on a pedestal, then ended on the diamond reveal.
Design Your Own — Botanical Setting World
Design Your Own is about the act of building a piece, choosing the setting, shape, and size. So the world needed to make customization feel poetic, not technical. The concept was simple: a tree transforms into the setting, a raindrop becomes the diamond, and a second raindrop changes the diamond shape to show customization in a clear, visual way.
Design Your Own — Botanical Setting World
Fancy Colored Diamonds — Brand world integration
We used branches on purpose because our founder genuinely sees them as sculptural. That was the starting point, not a trend. We also pulled in a real retail cue, the Grown Brilliance background texture used in our stores, so the digital world carried the same feeling customers get in person. The concept combined sculptural branches as the environment with colored stones as the “found” object, all grounded by those retail-coded surfaces.
Valentine’s — Packaging as brand language
Valentine’s was about pushing an existing world further. We stayed inside what we already owned, our packaging elements and the GB monogram. The concept was simple: ribbons animate into the GB mark, then wrap and orbit around the gifting essentials. Rose petals brought the Valentine’s feeling without changing the system.
Fancy Colored Diamonds — Brand world integration
Valentine’s — Packaging as brand language
Cerra Holiday — Love locks in winter
Cerra is about the connection between two people, and it launched during the holidays. The lock design naturally connects to love locks on bridges, so we built the story around that tradition, the kind you see across Europe. The concept moves through one clear sequence: a lock on a snowy city bridge, it unlocks, it drops into gift packaging, and we end on a dinner setting that carries the same mood as the bridge scene. We tested it in ads and it drove over 30 purchases attributed to this CGI, which is meaningful considering Cerra pieces sit roughly in the $595 to $2,275 range.
Cerra Holiday — Love locks in winter