Client

Onoka Jewelry

Year

2024

Deliverable

Art Direction, 3D, Motion Design

The goal for Onoka Studios’ new jewelry line campaign is to redefine luxury for a generation (Z) who’s bored of traditional opulence. The brief calls for art direction and 3D renders of the new charms that feel ironic, emotional, and culturally fluent, rejecting perfection for curiosity and edge. We needed to move away from polish toward a kind of luxury that feels alive, strange, and self-aware.

What does luxury mean to a generation that finds truth in irony and beauty in the weird?

Live Website

I art directed and 3D rendered the jewelry as surreal, sterile food still lifes, turning charms into snacks and accessories into visual garnishes.

Martini glasses, chrome cherries, and translucent gummy bears nod to indulgence but strip it of warmth and excess, leaving something colder, cleaner, and conceptually appetizing.

Using Onoka’s original CAD models as a base, I rebuilt the jewelry line inside Cinema 4D. Applying layered materials of cool chrome, glass, and viscous blue liquid under controlled, sterile studio lighting.

The goal was to create something that felt alive yet untouchable, indulgent yet clinical. Each render became a miniature study in tension: beauty without warmth, desire without comfort. This is Gen Z luxury: beautiful, ironic, and hungry for meaning.

Credit

Juriel Furukawa	(Creative Director)
Tonan Ahn	(Art Director + 3D Designer)

Geotechnical Engineering Firm

(Creative Director)

(Art Director + 3D Designer)

Onoka Jewelry