Everything but the diamonds: Diamond jewellery brand Jessica McCormack launches new collection backed by a Gen AI campaign, as Gravity Road is appointed Gen AI Agency of Record

Diamond jewellery brand Jessica McCormack is using the power of Gen AI to showcase its bridal collection in unexpected settings.

With the exception of the beautiful, handcrafted diamond jewellery, the films are 100% Gen AI. 

Created by creative studio Gravity Road – which has now been appointed as Gen AI agency of record for the brand – the luxurious campaign reimagines the ‘ring reveal’ through a modern, surrealist lens, only made possible using AI and Brandtech’s Gen AI marketing platform, Pencil.

Blending the brand’s signature craftsmanship with cutting-edge Gen AI, the series features diamond rings emerging from unexpected natural forms – oysters, garlic, and blooms – each unfolding to reveal the ring within. 

Using traditional techniques alongside Gen AI, Gravity Road was able to capture high-resolution stills of each ring and build them into immersive animated scenes, using AI to turn the ordinary into the abstract.

Jessica McCormack: “Working with Gravity Road has been really inspiring. We use a lot of traditional techniques in our jewellery making, and to see our hand-crafted pieces come to life in this super innovative, interesting way has been really exciting.”

Mark Boyd, Co-Founder of Gravity Road, said: “We’re always looking to push the boundaries of what is possible with Gen AI: moving from the ordinary to the extraordinary. Luxury brands warrant this kind of high end craft. As the AI continues to evolve, we’re able to tell more intricate stories, bringing together classic and contemporary facets of the brand.  The films are 100% Gen AI except the diamond. These can never be replicated”

Matt Verity, Deputy ECD at Gravity Road, added: “This really did push the very edge of generative creativity using tools including Brandtech’s Pencil, which 

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provided exceptional fidelity for rendering diamond textures, light play and composition, also utilising other platforms like Kling.”

Alongside Gen AI, traditional post-production – including grading and filmic grain – helped soften the hyperreal AI aesthetic and embed the visuals into more grounded, cinematic settings. This hybrid approach allowed Gravity Road to introduce abstract, dreamlike movement around recognisable luxury without losing authenticity.

The first film, which launches on Instagram this week, shows an oyster opening up to reveal a beautiful diamond ring at its centre, but with the shell then transforming into an open flower. Two further films go live in the coming months. 

About Jessica McCormack

Jessica McCormack is an independent, female led, London-based diamond jewellery brand, with a turnover of approximately £30m. In recent years, the brand has gained incredible traction with highly influential clients, including celebrities, collectors, and female entrepreneurs internationally, leading to a tripling of sales from £9m to £30m (2020-2023). 

Known for creating truly wearable ‘day diamonds’ Jessica McCormack pieces are designed to be worn today and passed down through generations. Craftmanship is at the heart of the brand, with the jeweller’s in-house workshop living on site at the brand’s six story Townhouse in the heart of Mayfair, with stores in Sloane Street London and Firth Avenue New York

About Gravity Road

Gravity Road is a strategic and creative digital agency with offices in New York, London and Paris – regularly named Campaign’s Global Social Media Agency and Digital Innovation Agency of the Year. Gravity Road’s philosophy is to create things that people “want to spend time with” – and are experts in progressive digital work, that drives cultural and commercial energy for brands. As part of The Brandtech Group, the world’s #1 generative AI marketing network, they have access to the very latest in AI & data tech – which underpins everything that they do supercharging traditional branding, social and production processes. This mix of creativity and marketing technology allows Gravity Road to help bring legacy brands closer to next-gen audiences in all number of channels.