The Green Shape Ring

Veert's name started as an accident: founder Julia Lang was in a Paris hotel right before the world shut down in 2020 when the French word for green, vert, came to mind, and trademark law turned it into Veert. The whole brand, co-founded with Leontinus Arnolds, is built on refusing categories: not quite jewellery, not quite fashion, and deliberately not gendered.

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For the Green Shape Ring

we gave the piece an origin story instead of a product shot: a faceted green stone falling in slow motion through a dark, saturated world, breaking the surface of still water, and rising already wrapped in gold. Metal and gem arrive as one continuous motion, not two parts assembled after the fact.

By the final turn, the ring rotates in full macro detail, heart-shaped facets catching light exactly the way the stone did the moment it fell, a piece that refuses to say whether it's a gem or a ring until it's already both.

Client: Vert New York
Year: 2024
Discipline: Art & Design Direction
Services: CGI; Art & Design Direction; Motion

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