Art Direction
In March 2025 I started working on the Spring High Jewellery campaign for Boghossian called Omnia:
Omnia (noun)
/ˈɒm.ni.ə/ (Latin: all, everything)
- The perfect synthesis of distinct elements into a seamless whole.
- A state of harmony where differences unite to create something greater.
- A jewellery collection inspired by balance, transformation, and the beauty of fusion.
The concept was inspired from the very essence of synthesis—the harmonious fusion of distinct elements to create something unexpected yet beautifully cohesive.
The jewels in Omnia brought together aquamarines, rubellites, green tourmalines, and other coloured gems in luminous, ethereal hues for their contrasts and connections.
I began as Art Director by presenting them with a series of moodboards and discussing the shoot possibilities with photographer and longtime collaborator Pedro Aguilar. 12 Instagram posts were identified for the core shoot which was half model and half still life. We started hunting for props. We used prisms, refracted light, glass, light blocks, Perspex, light spectrums, light streams and a series of props that Pedro made himself.
As the shoot evolved it was renamed Lirya and we settled on one of my ideas: The symbiosis of art and science drawing inspiration from the mixing, symbolism and harmony of coloured gemstones and the colour theory of Isaac Newton. Colour theory harks back to Aristotle’s Treatise with Newton developing his own ideas in his seminal work Opticks: or, A Treatise of the Reflexions, Refractions, Inflexions and Colours of Light, (circa 1704 published in English and Latin) Newton delved into light refracted in prisms and lenses, the diffraction of light through sheets of glass and the reflection of light by mirrors which he called the ‘inflexion’ of light in physics to explain its fundamental nature as well as the behaviour of colours in the spectrum during the Science Revolution.
In Optics Newton came up with the multi-prism dispersion theory, using prisms as a mathematical tool to achieve geometry. In the campaign for Lirya, Boghossian employ prisms, mirrors, reflections and refractions of light to illustrate important aquamarines, morganites and tourmalines in harmonious ways with a rainbow spectrum flashing across the model’s face and light streams bringing the pieces to life. This kaleidoscope of light and movement heralds a new age where the idea of what is precious in terms of coloured gemstones is expanding beyond the traditional ruby, emerald and sapphire. A new democracy of beauty is here and with it Lirya by Boghossian.
The results were spectacular and our model was wonderful. We shot over two days in London, and the campaign ran in May for Spring 2025.
Brand: Boghossian
Art Director: Melanie Grant
Photographer: Pedro Aguilar
Assistant Photographer: Callum Smyth
Model: Sahar Messenger from IMM
Hair & Makeup: Dani Guinsberg
Nails: Megan Cummings
Studio: Big Sky
The entire project took around 4 months from initial concept to final published campaign and in that time, I learnt more about light than I ever thought possible. We had a lot of fun in the process too!
Photographed for Boghossian Jewels, running May 2025.
