DIAMONDS, REIMAGINED
LAB-GROWN DIAMONDS
CREATIVE DIRECTION, ART DIRECTION, DESIGN
Hudson’s Bay is now launching lab-grown diamonds which is a fast growing category. We wanted to position ourselves as a leader in this space and build immediate trust, credibility & visual distinction with our customers.
HBC has been a leader for decades in jewellery, and it was time to own a new corner of the market by showcasing our vast assortment, expert advice and top brands. We were tasked to communicate this through a fresh look, feel and tone that allowed these diamonds to make for a timeless gift at the perfect price (and that they are just as meaningful as natural diamonds too).
We wanted to adopt a “customer-first lens” to spotlight this new program to jewellery customers, both new and established, in our approach. We also wanted to shoot something never been done before for this category at HBC. Paying homage to the process, while also letting the diamonds be the hero.
Studio: SLC
Lead Photographer: Mark Schultz
Photo Assist: Steve Lee
Executive Producer: Caroline Palmer
Jr. Producer: Sandy Law
Styling: Jenn Nikolic
Retouching: Michelle Matthews
Design Assist: Evgenia Krichanovskaya
Copywriters: Sara Rezvani-Ghadimi, Randi Bergman
PMs: Aidan Tammaro, Christina Knight
︎ ︎︎︎
LAB-GROWN DIAMONDS
CREATIVE DIRECTION, ART DIRECTION, DESIGN
Hudson’s Bay is now launching lab-grown diamonds which is a fast growing category. We wanted to position ourselves as a leader in this space and build immediate trust, credibility & visual distinction with our customers.
HBC has been a leader for decades in jewellery, and it was time to own a new corner of the market by showcasing our vast assortment, expert advice and top brands. We were tasked to communicate this through a fresh look, feel and tone that allowed these diamonds to make for a timeless gift at the perfect price (and that they are just as meaningful as natural diamonds too).
We wanted to adopt a “customer-first lens” to spotlight this new program to jewellery customers, both new and established, in our approach. We also wanted to shoot something never been done before for this category at HBC. Paying homage to the process, while also letting the diamonds be the hero.
Studio: SLC
Lead Photographer: Mark Schultz
Photo Assist: Steve Lee
Executive Producer: Caroline Palmer
Jr. Producer: Sandy Law
Styling: Jenn Nikolic
Retouching: Michelle Matthews
Design Assist: Evgenia Krichanovskaya
Copywriters: Sara Rezvani-Ghadimi, Randi Bergman
PMs: Aidan Tammaro, Christina Knight
︎ ︎︎︎
