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302® FINE JEWELRY CHAPTER 7: RETRO REVIVAL
Art Direction and Planning
8 Promotional Photographs
Digital and Social Media Campaign
302 Fine Jewelry is a branded collection of curated and award-winning jewelry from Stuller, Inc., the worldwide industry leading fine jewelry manufacturer and supplier. Three times a year, 302 updates its collection with new trend stories that define life's chapters. Chapter 7: Retro Revival is 302's Fall 2022 product release, showcasing trending jewelry inspired by a blast from the past.
Stuller's Finished Jewelry business unit and Product Design and Development team research the newest trends in fine jewelry, then design and produce product for the newest release. Pieces in Chapter 7: Retro Revival are meant to inspire the "wild child" and "dancing queens" with retro floral and sunbeam designs. My role was to creative promotional materials that capture the essence that the jewelry is meant to inspire, while remaining modern and on-trend. I began by putting together and presenting a mood-board to our internal marketing team and the business unit that showcased a photography direction with potential props, lighting, product shot inspiration, model selection, and model pose inspiration. I also worked closely with a copywriter who put together name options, buzzwords, and phrases that work with the visual creative and could be used across the campaign.
ART DIRECTION AND PLANNING
After the creative was approved to move forward, I worked on-site with Stuller's in-house photographers to take eight promotional photographs — three product images and five model images. These photographs have been used on 302's social media, Stuller's social media, as promotional banners for both 302's and Stuller's websites, in emails, and in print brochures to promote 302 Fine Jewelry.
At the same time photography was being taken, I coordinated with Stuller's videography and social media teams to capture additional content to be used on different platforms, such as Instagram, Facebook, and YouTube. Find @302finejewelry on social media to see more of the campaign and how the content was used. In addition to social media promotion, I worked with Stuller's Digital Marketing team to coordinate website banners and emails to launch at the time of the product release.
DIGITAL AND SOCIAL MEDIA CAMPAIGN
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