![](https://freight.cargo.site/t/original/i/efcfec9736f245a50d179cbf428f1d7ec967d532215965ca65a45de75c3c00b6/debeers.png)
Origin Story is an immersive in-store experince for De Beers aiming to revolutionise the way we look at diamond retail and secure a new generation of customers with a different set of values. The MLP contains a number of exciting emerging technologies including Blockchain and a world-first deployment of Stable Diffusion GenAI.
“It’s not every day you get to change an industry. Not just with an idea or a design – but with a fully executed and launched product. Today we did just that.”
“Beautiful and impressive work. I can’t wait to see the impact it has, you all deserve to feel very proud! Well done!”
—
“It’s not every day you get to change an industry. Not just with an idea or a design – but with a fully executed and launched product. Today we did just that.”
“Beautiful and impressive work. I can’t wait to see the impact it has, you all deserve to feel very proud! Well done!”
—
Art Direction
Product Design Lead
Content Design
UX Design
Branding
Copywriting
Storyboarding
Motion Graphics
GenAI
In-Store Experience MLP
![](https://freight.cargo.site/t/original/i/92bfd37f697154e74f9400dbbb856ffb416a2b3002099870874b03f6d40d6be6/Origin1.png)
![](https://freight.cargo.site/t/original/i/4408fcae1037dfdab8029ea5e2ab4af302e3e396fdbc62119eab5fb95142e564/Origin2.png)
![](https://freight.cargo.site/t/original/i/fd91d662165c0a5b9fbcb8aaa7aa0fb36375b117e28cc5a6d4dca7cc5ec01684/Origin3.png)
![](https://freight.cargo.site/t/original/i/51a0655c4e01af8822cf7dfa011d272c8325932810f6cf948e0cce9ec8b19748/Origin4.png)
![](https://freight.cargo.site/t/original/i/dd5ac6e6c496e54f0f3b2402ac606cc8cbc2d53a8bd8e13dfe436e113e424bcc/Origin6.png)
![](https://freight.cargo.site/t/original/i/abfdabf9dad29ac18c91e4aa3b04083149f3b6d65c2fdab5d039864eac5b3ae9/Origin5.png)
Physical Environment
![](https://freight.cargo.site/t/original/i/c58230f33ee206acaa2af77278f96c349fbd5f3378826af0cd5e641889cae611/InStore1.png)
![](https://freight.cargo.site/t/original/i/8bba32ececdc35bf881f5165e9ecb976b145fd9b0144d8740f5de860e1811d11/InStore2.png)
![](https://freight.cargo.site/t/original/i/f43f9ad1f650c5ef81671db37c90402f3dbe78106c0ea81ff6766ce1594310b6/InStore3.png)
Concept Development
![](https://freight.cargo.site/t/original/i/b00eddc22fe0d9c4ea79b48d3516e16eeca9e88a952e0d0ddec61a1ce8e2517c/Teritory1.png)
![](https://freight.cargo.site/t/original/i/d33e1037b3a757fce520120111e0e2e717a665e35656a4b5c11333af91e066c3/Teritory3.png)
![](https://freight.cargo.site/t/original/i/5f8a4f830681d70b868b78f12f0c15aebed6c17a95885d3fc5c3437a16ca1410/Teritory2.png)
![](https://freight.cargo.site/t/original/i/987d72b451014bcd5edb877573c2e02cba5e8940565353c60664e90e4f39bc87/Teritory4.png)
![](https://freight.cargo.site/t/original/i/4cc672844f7368ca108ecdec6b812e1a406e88177e34f05944d4ad83b8894dc4/Demo7.png)
![](https://freight.cargo.site/t/original/i/43ff5280ec963de217cb1c070113bfa9ba76f2d89cdb71eb2b36c369d0e40de8/Demo1.png)
![](https://freight.cargo.site/t/original/i/a28b2bd4b39fb9d4400e108189e8c3a6a5dc37df7374decaa41da1a1f3982f67/Demo8.png)
![](https://freight.cargo.site/t/original/i/c8131517c26d98e3435a3abe846b34495a0a431efbf5e2e00cd347381b057bfa/Demo5.png)
![](https://freight.cargo.site/t/original/i/4d006cb42e1b3339b6b36b03a374167e4980e08d6463483125c73797ede9aada/Demo3.png)
![](https://freight.cargo.site/t/original/i/ff4e934929d74112c23cd89602aa1651a56b65432914d9f6a36eaf6e6b30914b/Demo9.png)
![](https://freight.cargo.site/t/original/i/1985a3d87321c1253c3334463434e6a6105d10c0a30f4b3e189f7a396c72e1c9/Demo10.png)
GenAI Deployment
![](https://freight.cargo.site/t/original/i/42fbe343a2aabbe9aca1a4327fcf1bdb01e97f182ff9d70ef305db5d814127a2/GenAI_Presentation1.png)
![](https://freight.cargo.site/t/original/i/5b78ff8bc151d71af2a46501a8f863cdcdbc2e9bc4fbf6ff115c976479b6815d/GenAI_Presentation2.png)
![](https://freight.cargo.site/t/original/i/2d0a301ca9d38a969c7157900018fb4ecaad559dc8c71f602314d6d56e13a5e3/GenAI_Presentation3.png)
![](https://freight.cargo.site/t/original/i/6712d3406a81109718a381b606c52f933753e621a89681cc39e505295bddad05/GenAI_Presentation4.png)
![](https://freight.cargo.site/t/original/i/56d4d42f2e44c6856ace3daf3336b49ebd01af15a6985937608553cf6a95372e/GenAI_Presentation5.png)
![](https://freight.cargo.site/t/original/i/113516b2c41ec2ef1ad4c821e57e2653dc22b219a464a933171ca7178429a8d5/GenAI_Presentation6.png)
![](https://freight.cargo.site/t/original/i/7c216d4c91644b7552262e24f615912da1951cf7aa4fd2872b3849f073d1468d/GenAI_Presentation7.png)
![](https://freight.cargo.site/t/original/i/ef8e4f80870393be13eb0c9783e8dda17e54c8bd7ffebfdc16f5d69488f41ddb/GenAI_Presentation8.png)
![](https://freight.cargo.site/t/original/i/0410397302f38dba5c4331e15fbbf20964f15f42aab357a1c9ecf860da7fd588/GenAI_Presentation9.png)
![](https://freight.cargo.site/t/original/i/3539bff8c228608a05a86de858c728f43a833e70ea256102ec89a37eace25993/18d153c1-d91d-48f9-870f-29400fa08ad7.png)
![](https://freight.cargo.site/t/original/i/6e498c6c80965f6fbee9b1ca9f2f2492668363d8949489c2c7b481c00f7ed930/418c85e3-cb05-439b-868c-587291bdceaa.png)
![](https://freight.cargo.site/t/original/i/88d28fd0f4e99ae8c3add67a3893c353a1dd760f5004e72b7b497997e7c3dd20/3097ebba-3705-47ea-ba4a-21982a4b14b2.png)
![](https://freight.cargo.site/t/original/i/15f181522962f72acdca643386577d5b4d51d16af3cd76bae6ced719e6680c7b/4702a8b2-a7ff-447e-97d8-8af4a4eed974.png)
![](https://freight.cargo.site/t/original/i/a82ad7abec3def99a3f4d9249f9649fd0d3acbbddc4f69f5431ec51ceb162f91/ae20e7e5-50b5-4d8c-a850-07657ea746c5.png)
![](https://freight.cargo.site/t/original/i/50a31e0840889403befacb23694e0ceb184bb941cbe030c08a8985c061e8eea2/c7f6577c-93bb-4d1f-8d52-4f010747faa0.png)
![](https://freight.cargo.site/t/original/i/1078425fcd5ccde9ac20f4e3dab771124262d5ecc1ba474abd70ee57caff26c4/cc87a0cf-1511-4ad9-885b-27c8871751f1.png)
![](https://freight.cargo.site/t/original/i/bcae5270bb277c6714a20dba33e5e26b3759ce2330c096b9745a1ab83705f199/d4ca1a67-a0f9-4210-ba6d-bda80f3fa9d8.png)
![](https://freight.cargo.site/t/original/i/4792f87f089e3cee1f86bfe688a7880dfeb5cf09706802f6fedab90f7412956f/d8b91fe1-6365-44f7-9793-2120750c88b9.png)
![](https://freight.cargo.site/t/original/i/bd5120ab5389d5687174d3453e6b918f13d1f755ea026a8a056c198da637ea5d/efdabf15-e485-4148-9707-b7bbaddb4749.png)
Find Your Diamond
![](https://freight.cargo.site/t/original/i/7d62a9a10e39e12366c08ae27b2a0451264d4a5c5020e77cc4fc68aea9e38cd1/Brief1.png)
![](https://freight.cargo.site/t/original/i/a244ee11fc01d9659fd65bdbfad43af66fe37b09622f88f81f48887a180c24e2/Brief2.png)
![](https://freight.cargo.site/t/original/i/256403a641148c84c267a13a59445a4e89ddde88d16e73e4cb6eb7f14b9f5d84/Brief3.png)
![](https://freight.cargo.site/t/original/i/f3439dcae1348abebdd74aac1a0ebf83480055ba3aa239092405b58cfe4a09c7/Dazzling.png)
![](https://freight.cargo.site/t/original/i/2d365800347de301bce3e0a4be597808e989712589c9367f10f641bb0e1af7a1/Elemental.png)
![](https://freight.cargo.site/t/original/i/1f8564c3f92bae1820d97fe69bffb0809845ca19bceb577686d6c272e691afe0/Eternal.png)
![](https://freight.cargo.site/t/original/i/30dde9ccd229685df5d4817af3875f9cf29f205ed075df20b2511c41a2160287/Radiant.png)
![](https://freight.cargo.site/t/original/i/6d855942065d5a4dbf2dcd6dba9789725a2e1d14b93bf2a75a00f1d5cf2b565b/Timeless.png)