Zales, beloved mall jewelry brand, enlisted us to help transform their business. To save this dimaondsaur from extinction, we needed to shift their reputation from dated retailer to modern jeweler.
We launched a new brand platform Own It – celebrating owning your look and wearing whatever jewelry turns heads to make you feel like 24k gold, even if it’s silver.
We were also tasked with shooting Mother’s Day and Bridal assets at the same time as the anthem film. Both delivered on the Own It attitude and managed to make sense of the subway setting seamlessly.
While the work is impressive in its own right, it’s even more so when compared to where the brand was (RIP tulip mustache).