zales jewelers / campaign launch

PRESS: Little Black Book | Business of Fashion | Ad Age | Ads of the World

The century-old diamond jeweler every American grew up seeing at the mall needed a modern refresh. So we launched a big new platform called “Own It,” dedicated to those who confidently flaunt their individual style wherever they go; who would, in fact, consider it rude not to stare.

This film was particularly personal and fun for me to write. Living in NYC for 10+ years, I’ve spent a good chunk of my time having coy little stare-offs with people on the train, trying to take in one another’s outfits without staring too intensely. Consider this an homage to all fabulous people who love getting dressed, stacking jewels, and turning heads wherever they go.

FILM

We also refreshed the photography:

We also made Mother’s Day and Bridal 15s:

And last but not least, we refreshed the gram:

TA-DA!

2025
Made at Anomaly with Leanne Amann, Fee Millist, & Frank Benavides
Directed by Marie Schüller
Photography by Hannah Sider