Copin
Social media & art direction
Creative exercise, 2026
Personal proposal, not an official
or approved COPIN creation
How can a 150-year-old Parisian Maison tell its story on social media in a way that feels contemporary ?
Art Direction
Social Media
Jewellery & Heritage
The brief
Create a post, three stories and a Reel for COPIN, a Parisian jeweller founded in 1870, located on the first floor of 161 rue Saint-Honoré.
The idea
At COPIN, you climb a staircase to find your jewel. I made that staircase the thread of the story. Six generations, six steps: 1870, 1895, 1921, 1969, 1992, 2022.
At the heart of it is 1921. Suzanne, the daughter of silversmiths, marries Roger Copin, a jeweller working in the same building on rue Haudriette. The two crafts merge. I chose to tell this union through the place rather than the couple: a banister, steps, a hand climbing up.
Feed post, carousel.
Visual direction
A Marais building staircase, where it all began: worn stone, wrought-iron railing, weathered plaster. Direct flash, inspired by Levin Kanoy’s stairwell photography. Jewellery worn casually, to keep the brand’s minimal, fashion-led feel.
Story 1 : “COPIN, six generations since 1870.”
Story 2 : “1921, the union of silversmithing and jewellery.”
Story 3 : “2022, from the workshop to the Maison.”
Reel mock-up: a 15-second photo stop motion. Each floor replaces the last, with one generation and one archive piece. A quick breath marks each new floor. Visuals made with AI, archive pieces to be selected with the atelier.
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Ground floor. “1870, Generation 1, the silversmith’s workshop.”
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First floor. “1895, Generation 2, silver tableware and beakers.”
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Second floor. “1921, Generation 3, silversmith-jeweller.”
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Third floor. “1969, Generation 4, high jewellery.”
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Fourth floor. “1992, Generation 5, bespoke.”
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Fifth floor. “2022, Generation 6, from the workshop to the Maison.”
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Arrival. “COPIN 1870.”
The content
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Post: sets the scene. Caption: From the Marais to the Palais-Royal. Six generations, COPIN since 1870.
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Stories: three images, one climb. From behind, in profile, then facing the camera, with a date on each landing: 1870, 1921, 2022.
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Reel: a 15-second photo stop motion. Each floor replaces the last, with one generation and one archive piece. It ends facing the door at the top.
Takeaway
Starting from an architectural detail to tell 150 years of history, without falling into the expected heritage narrative.
The visuals are AI mock-ups, designed to be shot on location with pieces from the archives.