The Challenge: We were very excited to get to work with a high-end, luxury brand based in the NY market. However, the designer had been selling what would be easily a competitor to other brick-and-mortar jewelers in a very direct marketing way. We needed to create some energy online and convince customers that the jewelry wasn't only a good investment, but show that this would stand the test of time and was worth it. And we had to find imagery that worked well with the branded standard shots already in hand.
The Solution: The campaign focused on the timelessness of gold, using images that evoked ancient rulers to modern models. Also playing on the modern viewing habits of the target audience (Bridgerton, The Queen, etc.), the work had to show the practical elegance of pieces that could have come from royal inventories. We initially launched these ads as awareness builders while closely following on with more traditional sales/catalog ads. Using rich emotional language and stunning visuals, we were able to create a sustained lift in interest and purchases.
Role: Concepts, creative direction
The Solution: The campaign focused on the timelessness of gold, using images that evoked ancient rulers to modern models. Also playing on the modern viewing habits of the target audience (Bridgerton, The Queen, etc.), the work had to show the practical elegance of pieces that could have come from royal inventories. We initially launched these ads as awareness builders while closely following on with more traditional sales/catalog ads. Using rich emotional language and stunning visuals, we were able to create a sustained lift in interest and purchases.
Role: Concepts, creative direction
AWARDS
Platinum - 2022 Muse Awards: Social Ads
Platinum - 2022 Hermes Awards: Social Media
Canopus - 2022 Vega Awards: Social Media
Arcturus - 2022 Vega Awards: Copywriting
