Throughout my years at L/DANA, I have been responsible for creating a series of documentary-style films we call “DOCs.” These videos explore the intricate world of custom jewelry, revealing the stories behind one-of-a-kind pieces and the creative process that brings a client’s vision to life.
Hosted by Creative Director Anthony Garcia, these films are structured around interviews where the design journey is the main narrative. My role is to adapt the visual language to each story: I capture the raw craftsmanship in the workshops whenever possible, and for other projects, I develop motion graphics from sketches and photographs to illustrate the evolution of a piece. More recently, I have also incorporated macro cinematography into the workflow to showcase the final pieces in high detail when the opportunity arises.
As social media evolved, I transitioned the format from the original 16:9 cinematic productions to high-impact vertical content tailored for modern platforms. Since there is no fixed formula for these DOCs, I treat each film as a unique project—using the edit to find the perfect rhythm between the designer’s insights and the soul of the jewelry.