ADAM PAWLOWSKI / CREATIVE DIRECTOR
ADAM PAWLOWSKI / CREATIVE DIRECTOR
The world’s largest diamond jewelry retailer was suffering from success. Kay, Jared, and Zales were all performing well, but they were hard to tell apart.
They decided to give Zales a new target: women who buy fine jewelry for themselves, as a style piece, not a status symbol.
First, we relaunched Zales with a vibrant new brand identity, a new photography style, and an elevated social media presence.
We wanted a sonic logo to rival Kay’s Every Kiss, so we hit up Yessian.
They helped us avoid a cliche voiceover. Plus, how great is the Spanish version?
For bridal, we followed 5 real-life couples on their journey down the aisle, capturing each pair’s personal style.
Bridal ads usually stick to the proposal, so we stood out by celebrating both partners on their way down the aisle.
In addition to stills of the couples and details of their hands, we got Yessian to do another killer song for the video.