Dana Salih
Mous Jewelry. Take UP SPACE
This campaign starts from the physical reality of the rings themselves. They are large, heavy, and unapologetic in form. Instead of refining them into something elegant or discreet, we chose to amplify their presence. Taking up space becomes both a visual strategy and a statement, reflecting the scale, weight, and assertive geometry of the jewelry.
Visual Assertion
The rings are photographed as essential wear instead of accesories. Distorted hands extrude forward. The compositions refuse balance or symmetry, mirroring the irregular shapes and oversized proportions of the rings.
FlawLESS Execution
The project consists of a series of city light posters and magazine prints, each showing a different stage ways of taking up space. The series is photographed in a controlled studio setting to remove narrative and focus on form. Clean lighting and minimal styling allow texture and weight to lead. Each image functions independently while contributing to a unified visual language centered on scale, tension, and closeness.