| Ace Salisbury - Copywriter, Director |
Problem: Precious gemstones are a little-understood language, each jewel type and cut conveying a feeling or mood which may be lost on the average person.
Insight: If the jeweler’s products were divided into themed collections, they could be more easily understood, reducing choice fatigue.
Solution: Use visual metaphors and music to convey the emotional association with each themed gem collection to educate and entice potential customers.