IEJS Unveils Ancient Coin-Inspired Jewelry Campaign, Merging Cinematic Craft with the Beauty of Civilization

LAPost / Los Angeles, CA (April 11, 2025) –Iris & Evan Jewelry Studio (IEJS) has recently made waves with the launch of its new custom ad campaign, Your Own Museum, inspired by its signature Ancient Coin Collection. The cinematic commercial has officially premiered on the brand’s website and major video platforms, drawing widespread attention.

As a leading high-end Chinese-American jewelry brand in the U.S., IEJS’s Ancient Coin Collection draws inspiration from the cultural and spiritual legacies embodied by ancient Greek and Roman coins. The brand aims to reinterpret the power and value of time through contemporary jewelry design, presenting wearable pieces of civilization. Eva Qin, founder of IEJS and executive producer of the campaign, has been a jewelry collector for nearly two decades and is among the few female collectors of Western ancient coins in the industry. Her refined artistic vision reveals the historic beauty hidden within ancient coins, transforming sleeping relics into dazzling contemporary works of art that breathe new life into history.

The campaign was directed and written by Tanxuan Shi, known for his mastery of visual storytelling and commercial aesthetics. Shi has received multiple international accolades for his work and has contributed to high-end fashion and commercial productions. This collaboration with IEJS marks an innovative blend of cinematic language and brand philosophy.

“Most jewelry ads today emphasize luxury and femininity. We wanted to go in the opposite direction—starting from ‘a sense of history’ to tell the story behind the jewelry,” said Shi. “IEJS’s Ancient Coin Collection carries not just visual appeal, but also deep historical weight. Through storytelling, we highlight how these pieces are not merely accessories, but carriers of memory that span thousands of years.”

The film opens with an ancient Greek coin used in a bustling marketplace. As time flows through light and shadow, the coin journeys into the modern era, where a contemporary coin expert discovers inspiration—thus the story begins.

To achieve authenticity in tone and atmosphere, the production chose to forgo green screens and virtual environments, opting instead for practical set construction. The classical courtyard scene was designed by Yiming Fang, a young production designer and ACCD graduate now active in Hollywood. Featuring Roman columns, fountains, and sculptures, the space reflects both visual weight and cultural depth.

In keeping with the theme of historical fidelity, the sound design also relied on traditional techniques. The campaign’s score was composed by renowned Chinese composer Tao Liu, known for his work on The Wandering Earth and Forever Young, and a nominee for Best Original Score at the 90th Academy Awards. The music was recorded live in Budapest by a full orchestra, imbuing the film with an epic, solemn tone that echoes the enduring arc of civilization.

“From a technical standpoint, we insisted on practical sets and live orchestration, even though it meant higher costs and longer production times,” said director Shi. “It’s real and tangible—this is what makes the ‘sense of history’ believable, rather than decorative.”

The post-production visual effects were led by Gordon Lin, a VFX artist who has worked on Supergirl, The Flash, and The Wandering Earth II. His delicate touches bring a fluid sense of time and atmosphere to the film.

The cast features a lineup of rising and seasoned talent from Hollywood and mainstream commercial campaigns, including:

• Gershwin Garing (lead actress in Universal Studios Hollywood 60th Anniversary – Step onto the Lot)

• Lindsay Rienstra (lead in Stanbridge University – Find The Nurse In You)

• Jingyao Wang (lead in Citadel Outlets campaign)

• Maia Tamico (lead in Lee Kum Kee 2025 commercial)

• Alec Wang (featured in Westworld)

• Diana Zontova, Michael Shane Nugent, Noray Zeng, and others

Together, the ensemble delivers a powerful visual journey across time and culture.

The Your Own Museum campaign has released multiple versions, including the official ad, director’s cut, a 30-second spot, and a special macro edition focusing on the intricate craftsmanship. More captivating releases are on the way.