• YEAR: 2016
  • ART DIRECTION: Ada Sokol & Etienne Garachon
  • JEWELRY DESIGN: Etienne Garachon
  • 3D MODELS & VISUALS: Ada Sokol
  • FEATURED IN:, Novembre Magazine Digital, LS:N Global,
AMA is a conceptual brand created by Ada Sokol and Etienne Garachon.

The collection takes inspiration from these precious corals and Barocco pearls in the Japanese Ama-san pearl divers tradition. The lines of each piece evoke a deep-sea narrative of pearls evolved into oblong shapes through tides. In the same motion, the work is actively reforming tradition into stretched-out innovation using digital materials.

Formally, the AMA campaign is rooted in the contemporary branding of jewelry. Dusk-lit still lifes are manipulated to a hyperbole of reference/product cohesion: a computer-age syntropy. The fiction of brand narrative is represented in AMA by realizing the new potentials opened by 3d design software for the future of innovation, where gaps between abstraction and realism need not give in to a wearer but simply to a viewer.