Verameat, the Brooklyn-based purveyor of handcrafted jewelry, released new dino claw rings. I conceptualized an advertising campaign with creative direction and design to drive dino claw sales and prompt women to wear on the wild side. The campaign channels apex animals to activate the viewer’s sense of power and agency (in contrast to passive prey that traditionally overwhelm the feminine wardrobe). It also required vectorized ring illustrations scaleable to billboard, magazine, web and social applications.

Photorealistic vector illustrations of the rings provide anatomical accuracy and pixel-perfect scalability. Carefully rendered highlights and shadows suggest the materiality of sterling silver. A jolt of bright purple charges the backdrop, inviting viewers to associate a traditionally feminine color with a not-so-traditionally-feminine product. This hue provides enough contrast to showcase the ring’s unique shape, especially the negative space between its carefully-cast claws. The shared color palette, typefaces and provocative tag lines unite the campaign across formats.

Credits

Photographers - Gif: Andreas Berlin, David Clode, Prince Abid, Rob Potter, Sander Wehkamp