Cotton Candy and the Lightness of Being:
Chiara Martinelli Fashion Jewels
A campaign reboot that kept the concept simple and the jewellery unforgettable, with photography and a new e-commerce site built to sell.
Quick Facts
Client: Chiara Martinelli Fashion Jewels
Location: Brighton
Services: Campaign concept, photography production, digital presence optimisation
Deliverables: Product shoot, model still life imagery, social feed assets, new e-commerce website
The Brief
Refresh the brand and launch the Cotton Candy collection with a limited time and budget. The assets needed to feel playful and premium, while remaining commercially usable across social and e-commerce.
The Meaning
The audience needed to feel:
Playfulness, colour, and lightness.
Premium craft, not costume.
Confidence to buy online, built through clarity and trust.
The Craft
When early concepts became too complex for the schedule, we reduced the idea to three unmistakable ingredients:
The jewels
The colours
The cotton candy
From there, we built a concept-first production workflow:
Sketches and storyboards for fast approvals and alignment.
Soft, dreamlike sets that let colour do the storytelling.
A consistent visual language that carried through into web and social.
The Deliverables
Product photography and styled still life
Model imagery designed for campaign and e-commerce use
Social media feed assets to support roll-out
New e-commerce website enabling customers to shop online
The Outcome
A complete reboot delivered from concept to launch with consistency across every touchpoint.
The asset system made the brand more coherent and more sellable online, increasing value per shoot day.
Client feedback highlighted professionalism, clarity, and a smooth production process.
“Cotton Candy and the lightness of being”From concept to sketches. The first visuals were submitted to our client for approval.
from concept to production
Moving to production, we embraced Chiara Martinelli's exquisite jewellery's playful spirit and colourful vibrancy. The vision was clear: to present these pieces in a way that goes beyond the conventional, creating an immersive experience that captivates and enchants.
Set against a backdrop of soft, dreamlike scenes, a model adorned in Chiara’s colourful jewels becomes integral to a fantastical tableau where the ordinary blends with the extraordinary. The strategic choice of gigantic candy floss serves multiple purposes, not just as a prop but as a narrative element. Its complementary and evocative colours do more than highlight the jewellery; they create a sensory bridge between the viewer and the tactile, delicate nature of the pieces. This careful orchestration of colours and elements evokes a sense of nostalgia and whimsy, transporting the viewer to moments of pure joy and wonder.
The use of candy floss, with its soft, ethereal texture juxtaposed against the vivid, tangible beauty of the jewellery, sets a scene that's both captivating and thought-provoking. It challenges the viewer to see beyond the surface, inviting them into a world where fashion and fantasy converge. This imaginative approach not only showcases the jewellery but also tells a story, a narrative where every piece is imbued with emotion and depth, much like the memorable moments they are destined to accompany.
In addition to our brand rebooting service for Chiara Martinelli Fashion Jewels, we developed social media feeds and a new e-commerce website, allowing Chiara’s customers to shop for their products online.
The Happy Ending
Our client has been pleased to see how we have developed an entire project from inception to completion, maintaining consistency with the initial concept and delivering valuable imagery for the brand’s new look. Here’s what Chiara had to say about the project:
“Working with Marco and his team was just great!! They are passionate about their job and work with outstanding professionalism!
After our initial meeting and briefing on my creations, Marco came back with a great concept and a storytelling board visualised with sketches.
In a short time, Marco put together a fantastic team and kept everyone informed about next steps, progress, and actions up to the shooting day, when everything went super smoothly!
I can’t wait till the next campaign!!”
Cotton Candy
and the lightness of beingcredits & acknowledgements
client // Chiara Martinelli Fashion Jewels
photography & production // Marco Joe Fazio
art direction // Gian Marco Tavani
fashion styling // Sara Darling
make-up & hairstyle // Fanny Burgos
model // Natalia Satunova
Ready to turn heads and captivate hearts?