zales jewelers / campaign launch

Zales was in need of a bold transformation to shift their reputation from outdated mall retailer into a confident, modern jeweler.
Our new brand platform, “Own It” proved fine jewelry isn’t just special occasions, it’s for any occasion. Well at least, any occasion where you want to be seen and admired.

The script for this 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, trying to take in everyone’s interesting outfits without being too obvious about it.
Consider it 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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