Brilliant Earth

Here’s a look at my work on Brilliant Earth’s 2022 Holiday Campaign, from concept to channel execution. Tapping into a buy-better, buy-less mindset, we needed the campaign to catalyze a jewelry-lover to indulge and purchase that gift (or self-gift) they’d been eyeing.

The Holiday Manifesto

The campaign headline captured the spirit of living in the moment and making your move. It gave us the flexibility to highlight key product categories without skimping on sentimentality.

The Key Categories

Each key product category had a unique evolution of the headline with an associated tagline. Campaign assets across web, email, and paid social leveraged this messaging to create a sense of cohesion and seasonal storytelling. The two biggest pushes were for holiday proposal and our new cocktail ring collection.

Website

Stylized Tile

We opted for an editorial headline for the cocktail ring stylized tile on the homepage.

Email: Key Stories

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Email: Supporting Stories

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Video Ads & Storyboard

This video ad was leveraged across YouTube and Hulu.

Paid Social

I created paid social assets across all Brilliant Earth’s major gifting categories. Here are a few of the highlights.

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VP of Brand: Patrick Emanuel

Sr. Creative Director: Gabrielle DiClemente

Designers: Morgan Holliday, Sarah Alpin, Jesi Makaad, Jacob Weisenberger