Creative Direction, Production & Photography by Ranyia C. Photography

Some shoots feel like another day on set.

And then there are shoots that quietly mark a turning point in your career.

Sterling Forever’s Valentine’s Day campaign was exactly that.

This year’s campaign wasn’t just about showcasing a new jewelry collection — it was about building an elevated visual world around it. A world that felt romantic, editorial, modern, and refined. And for the first time since joining Sterling Forever, I was trusted to lead the creative direction and production process hands-on — from concept to execution.

Here’s how the campaign came to life.

From Approval to Ownership: Stepping Into Creative Direction

In previous projects, creative direction typically flowed through multiple layers of approval. This time, the team gave me the green light to lead the visual concept — trusting me to design and execute a campaign that aligned with the brand while pushing it forward.

That trust changed everything.

With a clear creative lane, I began developing a concept that felt bold yet tasteful for Valentine’s Day. I wanted romance — but not cliché. Soft — but still editorial. Playful — but undeniably polished.

That’s when the heart-shaped set idea was born.

Designing and Building the Heart Set

Rather than relying on a standard backdrop, I envisioned a dimensional heart installation layered in rich pink velvet draping — a sculptural set piece that would frame the jewelry without overpowering it.

To build it, I:

• Designed a large foam-board heart structure supported by wooden beams

• Projected a heart stencil using a strobe insert to cut precise curves

• Draped velvet fabric across the cutout for texture and depth

• Created a full pink velvet curtain backdrop to complete the environment

It was my first time designing and constructing a full set from scratch — and one of the most creatively fulfilling parts of the process.

At one point, part of the team worried that a heart structure might feel corny. I advocated for the vision, asked them to trust the execution, and committed to delivering it tastefully.

By shoot day, the heart set became the centerpiece of the campaign.

A New Production System: Planning Five Weeks Ahead

Alongside building the physical set, I introduced a new production timeline system for Sterling Forever’s campaigns.

Previously, holiday campaigns were produced roughly two weeks in advance. For this project, I implemented a five-week campaign planning structure — complete with weekly task checklists, creative decks, production scheduling, and pre-launch marketing windows.

This new workflow allows:

• More intentional creative development

• Smoother production logistics

• Time for campaign teasers and promotional buildup

• Reduced last-minute pressure

Not only did it elevate this shoot — it set a new foundation for future brand campaigns.

Shoot Day: High-Level Execution and On-Set Collaboration

We shot the campaign on January 19th.

Our model, Leonara, delivered an exceptional performance — poised, expressive, and fully locked into the vision. Every pose felt intentional. Every frame felt usable. It’s rare to encounter that level of execution on set, and she elevated the entire production.

Our on-set team included:

• Natalie Ruiz — Makeup Artist

• Madison Smith — Content Creator & Social Media Manager

• Sterling Forever office assistants supporting props and set flow

• Myself — Creative Director, Photographer, Producer, Set Designer

This was the largest campaign Sterling Forever has produced since I joined the brand — and it required every role to operate in sync. We shot for approximately six hours and captured over 1,200 images with an unusually high keeper rate.

Selecting finals from this set is now the real challenge — because the work came out that strong.

The Unexpected Makeup Moment

Mid-shoot, our makeup artist Natalie had to leave early for another client. She left me a product for a second eye look — but it wasn’t giving the brightness we needed under studio lighting.

So I improvised.

I remembered makeup left in my car by a MUA friend from a previous shoot, grabbed a metallic eyeshadow, and created the second look myself on set. It wasn’t planned — but it worked.

That eye look ended up becoming the CMO’s favorite makeup look of the entire campaign. When the team found out I had done it myself, there was genuine surprise — one of those quiet moments where you realize how many hats you’re capable of wearing when production demands it.

Advocating for Vision and Delivering Results

Between concept development, set construction, team coordination, model casting, makeup decisions, outfit planning, and on-set directing — my hands were in every layer of this project.

This campaign pushed me fully into:

• Creative Direction

• Production Management

• Set Design

• On-Set Leadership

And the result?

A refined, romantic, editorial Valentine’s campaign that feels elevated — not cliché. Strong — not forced. Playful — yet polished.

Exactly the balance we set out to achieve.

Looking Ahead

This shoot wasn’t just a campaign — it was a proof of process.

A proof that with:

• Clear creative vision

• Structured production systems

• Hands-on execution

• Collaborative team energy

High-level brand campaigns can be produced with consistency and intention.

The final campaign will be launching for Valentine’s Day — and I can’t wait to share the finished visuals with you.

One for the books.

Behind the Campaign: Building Sterling Forever’s Valentine’s Day Set From Concept to Execution