Sam Hofman
Work

Something About RocksGraff

CategoryWatches & Jewellery
MethodIn-camera stills, AI animation
CollaboratorsTim Holloway · Sarianne Plaisant · The Forge
Film
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A Graff gold bangle set with a band of pavé diamonds, resting in the fold of a curved sheet of warm sand-coloured paper against a dark graded ground
Further frame from Something About Rocks Graff
Further frame from Something About Rocks Graff
Further frame from Something About Rocks Graff

How it was made

Made for print

Six pages in Something About Rocks: Graff fine jewellery on sets built out of curved paper and ceramic. Shot as stills, in camera, for the page.

Then it moved

The motion came afterwards. We animated the finished stills with AI. Nothing was reshot, and nothing on the day was set up for a film that didn't exist yet.

It went both ways

One shoot, printed first and moving second. The AI is working on photographs we'd already shot and finished, so what moves is a real picture rather than a description of one.

All from Something About Rocks · Graff

Credits

ClientSomething About Rocks
PhotographySam Hofman
Creative directionTim Holloway
Set designSarianne Plaisant
RetouchThe Forge

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