Moving Image
A Valentine's film for a fine jewellery house
Campaign film · 77 Diamonds
Seasonal campaign film for 77 Diamonds, cut for paid and social placement.
77 Diamonds / 20
Scope
- Creative direction
- Moving image
- Campaign film
- Seasonal content
77 Diamonds sell a considered purchase in a season built on impulse, so the Valentine's film had to do two things at once — hold the intimacy of the occasion and keep the product legible at a glance. The film sits at the centre of this case study because the film is the deliverable.
01
Short format, wide frame.
The film runs in a wide, letterboxed frame — the crop does the work of making a short seasonal cut feel like a campaign rather than a promo. Pacing is deliberately unhurried for the length, so the jewellery is never rushed past.
02
Product first, sentiment second.
Valentine's work slides easily into cliché. I kept the treatment restrained and let light and metal carry the occasion, so the piece reads as jewellery advertising rather than a greetings card.
A seasonal campaign film delivered for paid and social placement.
The outcome
- 01A seasonal campaign film delivered for paid and social placement.
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