‘I Wish’ The Graff Campaign

Graff explores the festive power behind objects of desire with its campaign. Titled “I Wish,” the campaign was led by creative director Robert Lussier of The Style Council and lensed by photographer Nicolas Kantor.

The accompanying short film deepens the compositional depth of the imagery by using a few sophisticated set-design elements, while the models break out of their solitude to make connections that tap into a spirit of joyful holiday celebration. The soundtrack choice of Vivaldi’s The Four Seasons furthers the dynamic energy and reflects the designs’ baroque opulence.

Balancing a powerful focus with subtle nods to sophisticated holiday festivity, the campaign is another strong example of Graff’s bold take on celebrating the splendor of gemstones.