I created the Innovative Horizons SS25 campaign to reimagine Tateossian’s signature mechanical elements through a refined and sophisticated lens. From moodboard development to campaign storytelling, I shaped a vision that balanced precision engineering with luxury craftsmanship, ensuring the jewellery’s intricate moving parts were showcased with a sense of innovation and elegance.

I led the creative direction on the day, designing dynamic compositions that highlighted the sleek metallic finishes, interlocking gears, and mechanical artistry that define the collection. Shot on location in Milan, the city’s urban architecture provided the perfect contrast to the jewellery’s fine detailing, enhancing its industrial sophistication.

Directing a six-person crew, I brought this vision to life—creating a campaign that captures the movement, craftsmanship, and innovation of modern mechanics while staying true to Tateossian’s legacy of technical excellence.