Pan Jewelery poster

Challenge
How to create a poster that communicates a dream of an exclusive ring using photography?

Target audience
Women in their late 20s who have dreamed of finding their diamond ring in silver to wear at special events, reflecting a high status.

Solution
I photographed a sky I had captured, placed a mirror on my keyboard, and closed my laptop 20 to 45 degrees, so the mirror reflected the sky from the laptop screen. I could have done this in Photoshop, but it was more fun doing it manually, and I had full control over the elements. This helped me see the whole image of how the picture would turn out, everything together.

I used flowers for styling, which helped the photo look fresh. While playing around, the flowers framed the ring and created leading lines, guiding the eyes to the ring. The colors of the flowers and the sky helped the ring stand out. Often, when designers or artists illustrate something in a dream, the color can look a bit more saturated. This was something I had in mind when editing the images.

I had some challenges finding the right font and making the typography reflect the concept. I tried different serif and sans-serif fonts. I ended up using Caligraphy. The form of the letters and the soft edges of the font went well with the dreamy look.

The result creates the look of a woman dreaming and finding her dream diamond ring. The poster should make you feel like you're seeing this dream.