In a market saturated with delicate aesthetics, Ridge Ring carves a different path, crafting jewellery designed for the modern man. Tasked with conveying the brand’s core values, we developed a concept that speaks directly to their target audience. We bypass the typical tropes of the beauty industry, instead focusing on the rugged journey of creation. The result is a visual narrative that depicts the harsh trials each piece undergoes — fire, water, hammer blows — mirroring the challenges faced by the men who wear them. The use of robust materials like steel and carbon further reinforces the message of durability and strength.

We researched competitors and conducted the analysis of the target audience to understand which images and ideas resonate with the brand’s customers. We identified the aesthetic canon that would appeal to the audience and developed the idea of strength, reliability, and uniqueness (handmade) to its utmost.

Pre-Production

Sketches, storyboard creation, work on the style frames, animatic, final video rendering.

Production