Familiar jeweler to modern luxury.

The opportunity wasn’t awareness. It was evolution.

As an established national jeweler with strong familiarity, Jared had an opportunity to evolve its creative expression into something more elevated, contemporary and emotionally distinctive—without losing what made the brand recognizable.

One brand, not a collection of channels.

Paid and owned channels had historically operated against different product priorities, which meant customers could encounter different stories depending on where they met the brand. Each channel had a job to do, but together they weren’t reinforcing one recognizable brand experience. 

I proposed a more cohesive approach to Jared’s marketing directors: align channels around one overarching campaign priority and creative language, then adapt that idea to each touchpoint’s role in the customer journey. 

The shift created a shared creative foundation across touchpoints, helping the brand feel more connected while giving each channel room to do its job.

Building the conditions for great work.

My remit extended beyond creative direction into senior client partnership, scope and delivery. Working closely with production, I helped establish a more disciplined global operating model—aligning incoming demand with team capacity, improving collaboration between onshore and India teams, and giving Jared greater visibility into priorities and scope before work began.

Selected campaign stories.

Two campaigns show the range: the shoot that set the tone, and the shoot that pushed the language into short-form. The final campaign, further down, is where both arrive.

Every collection, in one visual language.

Jared carried a wide range of collections, and every one of them needed content. Sourced piecemeal, it was difficult to hold the quality and aesthetic control the elevated brand depended on.

I built efficiencies into our campaign shoots—capturing additional short-form and social content alongside the hero work—and brought directing, styling and editing in house, so every collection could carry the same elevated point of view.

A more cinematic, cohesive and emotionally distinctive Jared.

Over two years, the work evolved beyond individual campaigns into a more connected approach to building the brand—uniting creative direction, channel strategy, motion and production around one increasingly recognizable point of view.