Discipline — Luxury Pop Surrealism
Noam Malchin (Chopstix studio)
Discipline — Luxury Pop Surrealism
Industry - Jewelry · Fashion
Creative field - Brand Strategy · Visual Identity · Art Direction · AI-Generated Design
Aesthetic / Style - Hyperreal · Glossy · Surreal · Feminine Power · Minimal Excess
The piece reimagines the language of high-end beauty advertising through the lens of fine jewelry - merging the clinical precision of skincare communication with the sensual excess of luxury objects.
The result is a hyperreal fantasy that blurs product categories: a diamond becomes an “active ingredient,” light behaves like texture, and desire is treated as a formula.
By mimicking the tone and structure of beauty ads - complete with “ingredient labels” like Diamond Clarity, Latex Glow, and Pink #F2A3C7 : the campaign exposes how modern luxury markets emotion, control, and reflection as rituals of perfection.
Through Discipline’s signature palette of latex gloss, precision light, and deliberate restraint, Jewelry Serum transforms familiar commercial tropes into visual satire; elegant, surreal, and entirely self-aware.
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Posted Oct 29, 2025
The creative direction aimed to craft scroll-stopping luxury through hyperreal textures, reflective pink tones, and provocative compositions.
