Efva Attling has a clear point of view, and the work had to carry it without giving up any craft. We built three campaign worlds in one run.
Maj is a portrait series in daylight and stone, where the jewellery is the only warm thing in the frame. Stilleben puts the pieces alone on colour, so the craft carries the shot. Vega is clean studio light on soft pink, close enough to read every link in a chain.
Fifteen stills and six films. A traditional production would have needed three shoots, three locations and two casts to cover the same ground.
