Hyde Park Jewelers was in need for a bridal band campaign to target millennials in the Denver area. The campaign needed to speak for both heterosexual and same-sex couples, and express a partnership between the couple and Hyde Park. Most millennials tend to shop for wedding rings together and are looking for craftsmanship and uniqueness in a wedding band rather than the biggest diamond or most luxurious brands. Hyde Park was tailoring to those requests with custom design services, allowing their clients to review 3D renderings and try on casts before purchasing. But they needed to get people in the store first. This direction identifies a band as a symbol of self-expression for a partnership by forming the bond of a band with joining hands; the universal symbol for intimacy expressing comfort, protection, love and togetherness. Through the use of video editing, the entertaining flow of the hands interacting creates ring designs. I am staying focused on the product by asking the viewers to imagine their own ring design and aligning Hyde Park’s brand messaging to their consumers’ values of diversity and inclusion. I also pitched an experimental marketing effort for a pop-up that allowed guests to create ring design with their hands for a downloadable gif. Today it would be a rad Instagram story filter. *Comp Work Presented
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