For our upcoming secret sale, I knew that I wanted to concept a way that it appeared a code was actually being revealed, so that the sale messaging felt more intentional.

I looked for images that we had in our photography library that I could easily edit to feel as though a piece of background paper was being “ripped” to create the illusion of a sale code being beneath it. I also knew I needed to have jewelry laying flat so that the effect felt authentic.

Once I found my image, I went into our photo studio and photographed the piece of paper being ripped in steps. I captured the rip authentically by taping the paper down at each “step” of the tear.

Once I captured everything, I edited and composited the images to execute the concept.