Jewellery campaign
Generative video
One jewellery brand needed several kinds of ad, so I gave each kind its own look instead of one style for all.
- Client
- A jewellery brand
- Discipline
- Generative video
- Scope
- Generative video
art direction
on-screen captions
multi-format cuts - Year
- 2026
One brand,
not one look.
Challenge
A jewellery brand needed UGC, product, model and cinematic ads from one project, in square, vertical and wide. Each kind persuades in its own way, so the obvious route, one generated style spread across the set, would have turned several kinds of ad into the same ad, repeated.
Five of the seven pieces
The ad type decides
how the camera behaves.
Approach
I let the type of ad set the look, not one house style. UGC had to feel filmed by the wearer, with spoken lines and captions where she talks to camera; product and model ads hold close on the piece; the cinematic film moves to a dark ground. The talking ad I cut twice, vertical and wide.
I built each piece on the detail its type depends on. The try-on is staged as phone footage on a tripod, the lariat on a hanger before it is worn; the choker is unboxed and spoken to camera. The bracelet ends alone on a pale ground, and the layered necklaces get two films: a model in a black dress and a macro on dark satin.
Result
Seven pieces in square, vertical and wide: a crystal bracelet on a model, two ads for a gold lariat necklace, a talking unboxing of a silk scarf choker in two shapes, and a cinematic film and a macro film of layered gold necklaces. Every type in the brief has a piece built for it.
