David Dessens, better known as Sanch, is a generative artist who lives in Perpignan France. For the last 10 years he's been working in the field of computer generated graphics, working with mathematical formulas to generate animated and still shapes, often inspired by nature.
The website's generative art video was created by incorporating an algorithm to a product picture, which picked up the product's colours and tones, after which a reflective animation was generated from the contours.
The artist found the metallic material and colour composition of the jewelry most inspiring. He designed those pieces to give a metallic feeling to the shape, thus giving an idea of a visual DNA of the product.