While planning the campaign, one word kept coming to mind: "transcendence." Initially, I questioned the need for a campaign. I've often seen a gap between the imagery used and how a product is actually experienced. However, after a conversation with Miro, the other director at AJOSEPO, we realised that a campaign could effectively highlight the brand’s jewellery's timeless and versatile nature, while authentically capturing the essence of modern women.

In curating the campaign, I aimed to genuinely represent the feel, tone, and style of the professional working women I've met in London and Copenhagen. It was crucial for women to see themselves in the chosen models, recognise the campaign's settings, relate to the classic uniforms, and envision our jewellery as an integral part of their daily style.