The poor clown performs beneath the stage lights, offering smiles that are expected and a body that is constantly observed. In the moment of performance, he is chosen—no longer as a human, but transformed into an object: an eternal and beautiful piece of jewelry. Time comes to a halt upon him. Pain is polished away, emotions are sealed within, leaving only surface, brilliance, and perfection to be endlessly admired.
Circus
This student project explores a creative collaboration between myself as an artist and a selected brand. The goal was to bring my personal artistic style, ideas, and visual language into the brand while maintaining its original identity.
Product Research
Thanks to the brand’s distinctive craftsmanship, most of its jewelry pieces feature brass and antique-gold tones as their primary colors, with designs inspired by various animals, insects, and mythological figures. This style creates a unique aesthetic that achieves a subtle balance between the grotesque and the glamorous. The contrast between these strange, dramatic forms and luxurious details became an important starting point for my creative direction. Based on these characteristics, I designed a piece of jewelry that incorporates my own personal characteristics.
At first, the jewelry from “ Joseff of Hollywood ” was only used for film production and rental, and was not available for public sale. It was not until 1937, when the brand introduced its retail collection, that these pieces truly entered the commercial market.
The brand’s unique business model in its early years and its later transition became the foundation of my storyboard concept. The storyboard explores the transformation of jewelry from a cinematic illusion into physical reality. It begins with a dreamlike, film-inspired atmosphere, using dramatic lighting, theatrical compositions, and a sense of mystery. The jewelry initially exists only within the illusion of cinema—limited to film and the screen—before gradually becoming physical objects that can be touched and owned.
This transition from fiction to reality creates a subtle sense of unreality, as if a dream has slowly transformed into reality.
MOODBOARD
I want to create a sense of surrealism where fantasy and reality intertwine. As a historic brand, Joseff of Hollywood naturally carries a strong vintage character, which connects with my own preference for retro aesthetics. This moodboard explores the intersection of the surreal and the nostalgic, combining elements of the past with dreamlike and imaginative qualities.
Storyboard
STILLS
