ANNOUSHKA FINE JEWELLERY
ART DIRECTION | CONCEPT
The Annoushka eCommerce product photography was not effectively showcasing the luminescence of the precious stones, the sumptuous shine of 18ct gold, and the tactility and detail of the pieces. I was personally surprised contrast in the beauty of the pieces in store compared to the imagery on site. I set about working with a talented still-life photographer to develop a new direction of photography. To make the pieces desirable and appear as though you could almost pick them off the page.
We immediately saw the time spent on the PDPs with new images increase by 20%, with a click-to-zoom rate up by 21% on mobile and a 30% decrease in exit rate.
I wanted to show movement where possible,
giving a warm organic feeling rather than the previous rigid style that can give off an unwanted sense of mass production. Each piece needed its own special moment, an individual piece that would be desirable to the client (an individual themselves).
The shadows could no longer be artificial. I ensured the pieces now truly rested on the table so that we could shoot with a natural shadow. Enabling the client to picture the piece sitting on their own dressing table.
Our pearls were a particularly exciting opportunity. As a bestseller for Annoushka, the upgrade proposed a chance to maximize their selling power. The old imagery appeared too perfect, giving a CGI effect. This was inherently counterintuitive to a pearl, as each one is unique in its natural beauty.
Highlighting the nuance and complexity of colour enabled me to showcase the natural characteristics of pearls. Preventing unrealistic expectations from the client or complete 'perfection' - thus reducing returns.
Earrings were always to be shot in pairs (no longer shooting one and duplicating it). This adds to the organic feel and shows off tiny individual differences in the pieces that make them unique (for example the nuances of brushed metal, no two are the same and this is to be celebrated).
In order to ensure the 18ct gold had depth and a natural finish. I briefed the photographer to keep the black reflections in the pieces. These contrasts highlight the curves and details of the piece whilst providing depth. The previous retouches were overly retouched, making the product appear flat.