zales jewelers / campaign launch

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

Zales, the iconic fine jewelry brand, was in need of a bold transformation to shift their reputation from outdated mall retailer into a confident, modern jeweler. We launched a new brand platform “OWN IT” showing that fine jewelry is not just for special occasions, it’s for any occasion. Well at least, any occasion where you want to be seen and admired.

This launch film was a particularly fun and personal script for me to write. Living in NYC for 10+ years, I’ve spent a fair share of my time having coy little fashion stare-offs on the train, trying to take in people’s outfits without being too obvious about it. Consider this an homage to all fabulous people who love getting dressed, stacking jewels, and turning heads wherever they go — people who would, in fact, consider it rude not to stare — so, let them look.

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