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We Build Worlds

De Beers approached Systemkind to conceive and produce an extensive set of fully CGI-built images and videos of their world-famous luxe jewellery in dramatic desert landscapes for their global ‘Where it Begins' campaign.

Multiple hero images were created for the global campaign, which featured in placements across ALT, BTL, Retail, Social & Online. The campaign was also placed in major publications such as Vogue & OOH spaces across the globe.

Dream Desert Landscapes


During our research and development phase, we explored patterns, shapes and textures in the natural desert environment that would complement the forms and natural stones in the jewellery. 

We also toyed with scale, which created a hyper-real yet naturalistic environment. The images were lit with sumptuous golden-hour lighting and we crafted the imagery using detailed comping and retouching.

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