The film is the story of a diamond’s journey over millions of years so the cinematography supported the idea of time travelling, based on historical iconographic research, with some dreamlike moments and the main theme of the magical light power that diamonds have.

The Diamond Producer Association’s own consumer research had shown them that for younger consumers diamonds had lost much of their traditional symbolism and meaning. We needed to give them a reason to want to choose a diamond, over cheaper or synthetic alternatives. The research also revealed that a majority of customers are unaware that diamonds are the oldest thing they will ever touch or own. We needed them to understand the magic and rarity of a stone that is older than life on Earth, itself.

There’s a progress and circularity in terms of lighting through different moments of the story. Starting from the birth of the diamond in dark ambience, to the natural light of the middle age to the birth of fire and candlelit times, to artificial and more contemporary coloured type of light, ending with the journey in dark space again.

We combined many different lighting techniques to give the diamonds that magical sparkling shining effect, mainly reflecting and refracting sources, and we decided to do a final “film reverse - back to digital” process to give that final organic timeless look.