The Source Fine Jewelers wanted a reputation reset in Rochester. Long known as a discount jewelry store, they wanted to instead lean on their incredible selection of incomparable diamonds – the largest in town. Aiming at engagement and wedding season, I developed an emotional campaign, initially aimed at young couples looking to tie the knot, and later fleshing out to address any and all couples, friends, or family members. I did this by establishing the heart of this campaign in a simple, relatable headline: "she's your best friend."
After buying in, the customer wanted to see this applied to video. Along with the D&C Digital team and UCO Media, I art directed three video shoots to reflect the digital campaign. Please note that the client decided to change the typography from the initial concept, hence the different type treatment in the commercials.
This project garnered a one-year contract for $140K.