Transform the brand narrative to convey trust and value through moments of celebrations.

 

This campaign, “Collect Moments” is a result of a year long effort in transforming the EFFY brand positioning to one that invites a dialogue with their customers. One that speaks to the idea of family - the company being run by a family (literally) to the customers who are being treated like a family. I captured all moments of celebrations and milestones to pair with relevant jewelry to encourage conversion - what is shown here is one of ten stories told.

Brand Positioning
Brand Architecture
Creative Direction
Campaign Concept
Content Strategy
Video + Production
360 Integrated Campaign Rollout
Digital Activation Strategy
Collateral Design
Budget Planning
Operation Mangement

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Collect Moments,
Not Things.

A life well-lived is made of beautiful memories - celebration with family and friends, important milestones and accomplishments, and travel. The most meaningful way to mark these moments is with Effy Jewelry.” This campaign reinforces that all moments are worth celebrating. All moments, no matter large or small, are symbolized with your collection of heirloom gems and fancy / fine jewels.

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Each scene was crafted to maximize the variety of storytelling I could extract to expand on connecting customers with resonating relationships and product range that would appeal to certain demographics (for the entire family!).

 
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As a reminder of the people you love and the memories you’ve created, these jewelry are more than diamonds and gold - they are your personal collection of moments and the way you honor your one-of-a-kind journey. Collect Moments.

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Lighting up the night