Goal: For a gold-standard brand that’s been around as long as Josephs, introductions are hardly needed. Instead, we were charged to create a new execution for television that would showcase the brand’s high-quality, handcrafted, unique jewelry.
Strategy: Stop them in their tracks. Take expertly-shot footage of new Josephs jewelry and develop a highly visual video technique that is, in a word, mesmerizing. Then, leverage the public’s passion for the brand’s most iconic music score to capture attention and draw people to the nearest TV screen.
“My husband thinks that I might have a problem … my back was to the TV and I stopped dead in my tracks to watch this commercial. He asked how I knew it was a Joseph’s commercial – because of the music. LOVE!” – Facebook User