zales jewelers / campaign launch

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

This mall-based brand has been around for over 100 years — and they knew it was starting to show. In need of a modern refresh, we launched a new brand platform called OWN IT, dedicated to those who buy their own fine jewelry and flaunt it as a part of their everyday style.

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 staring too intensely at them, and admittedly, also allowing them to take in mine. Between you and me, I 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 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