Zales Jewelers: “Own It”

This decades-old mall retailer needed a modern transformation;
from “buy her something special this Valentine’s Day” to “buy yourself diamonds because why not?”
“Own It” is all about being less precious with fine jewelry. Wearing it for any and every ocassion.
Well, at least any occasion where you want to be seen and admired.

The campaign included a refresh of everything from in-store to social and everything in between. But I’ll confess:
the launch film was a particularly fun and personal one for me to write.
Living in New York for over 10 years, I’ve spent a fair share of my time having coy little fashion stare-offs on the train,
admiring everyone’s unique and interesting outfits without being too obvious with my staring. And then sometimes,
being all too aware someone’s doing the same to me.

Consider this an homage to all fabulous people who love getting dressed, stacking jewels,
and turning heads wherever they go — who would in fact, consider it rude not to stare.

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

And last but not least, we refreshed the gram:

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