ASK LAB developed the launch campaign for the German jewelry brand ALT+R, creating a visual universe designed to introduce the collection through atmosphere and narrative rather than conventional product photography. The project centered around a custom set design populated with a series of unique objects conceived specifically for the campaign, allowing the jewelry to exist naturally within a larger world instead of occupying the image alone.

A collection of bespoke props, including a signature knife, hair combs, hand supports, and masks, was designed and produced to establish a distinct visual language for the brand. These sculptural elements created layers of symbolism and texture, while the jewelry pieces themselves were subtly integrated into the compositions, inviting viewers to discover them rather than presenting them directly. By combining set design, object design, and creative production, the campaign transformed the launch of ALT+R into an immersive visual experience that reflects the brand’s contemporary identity and artistic sensibility.

Creative director: Anatoly Shabalin K.
Photographer & art director: Yan Yugay (Eight Agency)
Producer: Sergey Runaev
Style: Pavel Shnobel
Make-up artist: Mary Love
Hair stylist: Dmitriy Abramovich
Set designer: Gesamt Prod
Models: Olga (Genom MGMT), Grisha (Models Neon), Odri (Avant Models Agency), Fedya (V Project Models)
Nails: Milania Nails
Digital assistant: Kometa Rent
Retouch: Paragon Retouch
Casting: Sergey Runaev
Style assistans: Dasha Vzorov, Mary Ovseenko
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