Zales Jewelers: “Own It”

Zales was, self-admittedly, in need of an update.
For decades the brand seemed stuck in the past using traditional messaging
that urged men to buy fine jewelry for their female partners.

The relaunch invites everyone to gift themselves and to play with what is precious;
to wear it for any and every occassion — well, at least any occasion where you want to be seen and admired.

The relaunch refreshed everything from in-store to social and everything in between.
But truthfully, the launch film was particularly fun to write.
One of my favorite hobbies as a New Yorker is people watching on the train,
admiring everyone’s unique style and all the details that come with it… without being too obvious.
(While 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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