As a leader in Indonesia’s jewelry market, I was given the opportunity to led the design and develop a digital storytelling campaign to educate consumers on how natural diamonds are born—a story deeply tied to life’s most meaningful moments. The challenge was to make this scientific process feel engaging, elegant, and emotionally resonant, while staying true to the brand’s timeless identity.

The experience is a scroll-based interactive web journey that balances timeless elegance with a sense of playful discovery, turning education into an inspiring and memorable story.

To bring the concept to life, I started by breaking down the storyboard from the creative team into keyframes, ensuring each moment of the diamond’s journey could translate into an interactive scene.

Keyframes defined animation triggers and transitions

Aligned visual storytelling with brand identity

I then moved into Framer development, mapping out the animation flow and planning how users would experience the story step by step. Collaboration with the creative team was essential.

Optimized assets for smooth web performance

Maintained visual richness across sections

Integrated scroll-based triggers and interactive transitions

Performance was a major focus: I applied lighter-weight animations and asset compression while also researching scroll-based asset changes to ensure smooth scrolling and fast loading across devices.

Ensured fast load times and smooth scrolling

Kept animations lightweight without compromising visuals

Implemented scroll-triggered asset swaps for optimized performance

Finally, I provided feasibility guidance, advising on what was possible within the project’s timeline and technical constraints.

Balanced timeline, design intent, and performance

Delivered a solution that was achievable and impactful

✨ The final campaign delivered both creative impact and business outcomes:

🎬 11 unique sections, each with custom animation and transitions

🖱️ Scroll-triggered storytelling, guiding users through the diamond journey

⏱️ ~2 minutes avg. session duration, showing strong user engagement

📊 1,000+ leads generated in just 2 weeks after launch

The final experience featured:

Scroll-triggered frame transitions that guided users through the story.

Dynamic object animations where multiple elements moved in harmony.

Sticky timeline moments, keeping key visuals in place while content evolved around them.