De Beers needed to shift perception from diamond supplier to master jeweller.
As Creative Director, I led a global campaign tracing that dedication to craft, from a diamond's origin to the finished piece.
Working with fashion photographer Sabine Villiard, still life photographer John Bennet, and director Anders Jedenfors, I created a hero film, 22 supporting films for social and retail, and 36 images for worldwide OOH, press, and social.
Role: Creative and Creative Director
Agency: Rankin Creative