Lunagild
Creative Director
2022
As the Creative Director for Lunagild, I led the creative direction for the brand launch, concept development, and product design. Inspired by kintsugi (金継ぎ), the Japanese art of mending broken pottery with metal—particularly gold—I developed a concept highlighting teak wood’s natural grains. Each round teak piece is designed to resemble a rising moon, emerging uniquely from the owner's wall.
I also directed campaign shoots, ensuring the visuals reflected the brand’s refined aesthetic and the poetic essence of blending imperfection with beauty.
What I Did
Brand Launch, Creative Leadership, Concept & Product Development, On-set Art Direction, Photography, and Editing
Where it’s Featured
lunagild.com and wayfair.com
The Results
The Website
As the Creative Director for Lunagild, I led the website design with a concept inspired by content emerging from darkness. Using a black background, I aimed to create a sense of depth and elegance, with product visuals appearing as if they were unveiling themselves from the shadows.
To highlight Lunagild's craftsmanship, I incorporated a timeline feature that mimics kintsugi-inspired gold lines, illustrating the journey of teak wood — sourced from Indonesia and hand-painted by artists in the USA.
The homepage features a floating product display set against a curtained parallax backdrop, enhancing the feeling of a curated gallery space. Each product image is designed to fade into the black background, reinforcing the brand’s serene and refined aesthetic.
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At the Atelier
For Lunagild's main campaign, I directed a photoshoot at their atelier, emphasizing the artisans' meticulous process in creating each piece. To capture the craftsmanship authentically, I utilized a blend of natural and set lighting. This approach allowed me to achieve a dramatic look when highlighting specific details while ensuring a brighter, balanced atmosphere for scenes that required a broader focus. The result was a visual narrative that showcased both the precision and artistry behind Lunagild’s creations.
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The Product
As the Creative Director for Lunagild, I developed the brand's product presentation to celebrate the natural beauty and individuality of each piece. Each Lunagild creation is crafted from natural wood, maintaining its authentic color, grain, and unique cracks — much like the distinct craters and shapes of the moon. This organic character is further enhanced by mounting the pieces against a black or white linen backing, elegantly framed in a custom shadow box with a black or white finish. By embracing these natural variations, I aimed to highlight the individuality of each piece while creating a refined and artistic display.
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