ZALES JEWELRY
Zales Jewelry wanted to modernize their image from the traditional mall brand to the store that speak to a younger audience.
We approached this with a soft launch first of two 15’s, one for holidays, one for bridal and a series of stills.
CASTING: We casted younger talent for both the spots so our main audience could see themselves in them and we prioritize diversity.
SET DESIGN: We decided to build a set for both of the spots creating 3 unique worlds: A casual bar, the city hall and a vanity room.
WARDROBE: For the wardrobe we wanted to choose colors that complemented the sets but they weren’t competing with our jewelry. A balance. between fun and modern with some classic and elegant pieces was key to speak to all sorts of people.
MAKEUP & HAIR: Following the same idea of making our jewelry the main character, we opted for hairstyles that are natural to the hairstyle of talent so it didn’t feel forced but made sure we could see the jewelry. A slicked-back hairstyle to make the look trendy and with attitude, a curly natural hair down style with to show how the jewelry can elevate those looks.
Art Director: Paola Delgado
Copywriter: Sasha Abadin
ACD: Julia Ball
Creative Director: Fee Milst / Chloe Banicevic
GCD: Leanne Amann
0:15 FILM
STILLS
