Concept delves into two opposing themes of the diamond world - luxury and violence. The movements within this direction are sleek, precise, and seductive. We begin on a diamond that goes through several seamless transitions - a human eye, a gun, a bullet flying through the air. We continue through a series of beautiful imagery as the pace fluctuates - a skull, a necklace, a snake’s body, the LA jewelry district, and so on. This direction truly encompasses the dark and seductive nature of the diamond industry.