Diamonds Factory came to us earlier this year as they entered a new chapter for the brand. Together, we created a campaign spanning photography, video and a 30 second TVC, all built around their core USP: custom fine jewellery, direct from the maker.

A lot of other ads from this category fall into ‘aspirational lifestyle’ or ‘heritage craft’. With this we’ve tried to blend the two and create a point of difference that sits in a third space. Craft presented as high fashion.