Nissi Spring 2024
This film campaign was created for the Spring 2024 jewelry collection by Nissi. Inspired by Armenian Easter aesthetics and ancient ornamental patterns, the concept draws from the traditional game “Paran,” incorporating red thread motifs as a central visual element. The campaign explores cultural heritage and minimalistic visual storytelling. The concept was developed by Elen Atanesyan, with the project managed and directed by Armik Israyelyan.
Concept & Execution
The project brings together elements of Armenian tradition and modern fashion by combining the ritualistic and symbolic aspects of the “Paran” game with the visual language of Easter celebration. Color was used as a key storytelling component, with red thread motifs acting as both a cultural reference and a unifying visual element throughout the film. The chosen location which is a churchyard situated on a hill reinforced the connection to heritage, while the minimalistic approach allowed the jewelry to remain central.
Client Testimonial
"The campaign video ended up to be exactly what was in the brief and in our mind from the very beginning, we received so much love for this commercial from our customers" - Marina Nushikyan, Founder & Creative Director of Nissi.
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