THE CHALLENGE
When international jewelry giant Zales decided to shake things up, they weren't playing around. Gone were the soft-focus romantic moments — they wanted something with bite. Think less "forever love" and more Paco Rabanne fierce.

Tasked with providing updated creative to their marketing approach for the full calendar year, we began with three major events: Mother’s Day, Bridal Season, and Self Purchase Day.

THE SOLUTION
Using perfume ads and editorial content as inspo, we reimagined every major holiday through a bold new lens, one that celebrated individuality and self expression. The campaigns brought edge and energy to the jewelry space, creating content that was both informative and aspirational. Working with celebrity stylist Zerina Akers, I was able to create a social first informative series called “Style Talks,” where Zerina would give tips and personal stories about how to style Zales jewelry.

TVC, CTV, OHH, Social, Stills