London jeweller Jessica McCormack has launched a new collection of her signature JM engagement rings with the help of artificial intelligence.
To showcase the collection, McCormack has teamed up with creative studio Gravity Road –which has now been appointed as Gen AI agency of record for the brand – to create short luxurious films which reimagine the idea of a “ring reveal” in a surrelist way. Some of the clips feature different ring styles emerging from various natural forms such as oysters, garlic, and blooms, with each unfolding to showcase the ring.
The first campaign clip shared sees one of McCormack’s signature engagement rings – a Georgian Loop Ring featuring a 9.33ct oval-cut VVS1 diamond in E colour, set in a talon claw setting of 18K white and yellow gold – unfold from an oyster which then transforms into a flower. Two further films are set to go live in the coming months.
The films were made possible via the use of AI and Brandtech’s Gen AI marketing platform, Pencil. Gravity Road was able to capture high-resolution stills of each ring and transform them into beautiful immersive scenes with the use of AI.
Speaking about working with the creative studio in a press release, Jessica McCormack shared: “Working with Gravity Road has been really inspiring. We use a lot of traditional techniques in our jewellery making, and to see our hand-crafted pieces come to life in this super innovative, interesting way has been really exciting.”
“We’re always looking to push the boundaries of what is possible with Gen AI: moving from the ordinary to the extraordinary,” added Mark Boyd, Co-Founder of Gravity Road.
He continued: “Luxury brands warrant this kind of high-end craft. As the AI continues to evolve, we’re able to tell more intricate stories, bringing together classic and contemporary facets of the brand. The films are 100% Gen AI except the diamond. These can never be replicated”
Gravity Road’s Deputy ECD Matt Verity also added: “This really did push the very edge of generative creativity using tools including Brandtech’s Pencil, which provided exceptional fidelity for rendering diamond textures, light play and composition, also utilising other platforms like Kling.”
In other jewellery news, SPKTRL recently launched their debut product in the form of a colour-changing diamond ring that filters out digital noise.
Elsewhere, you can check out all of the sweet and personal details of Kelly Osbourne’s engagement ring given to her by her fiancé, Slipknot’s Sid Wilson.
