De Beers wanted a fresh campaign to launch the Collective, one of their first ever consumer facing campaigns.
Mofilm worked alongside Blood and other Y+MJ partners to build a content strategy to launch the campaign over an 8 week period.
The first part of the content series showcases the designers’ journeys, from their inspiring trip to Botswana, through their creative process to design their final pendant. Through a series of films and stills, they share their thoughts on the De Beers Group’s initiatives and discuss how their perceptions of diamonds have changed as a result.
The series culminates with the collection being worn and discussed by model and activist, Indira Scott, shot intimately on set in New York.
The hero pendant shots were used on the DBG websites and auction sites such as Sotheby’s to drive engagement.
We told the story of De Beers’ commitment to sustainability using real people – from the communities of Botswana to the designers involved in the process.
8 x shoots in LA, NYC and Botswana
100+ film and stills assets delivered
Delivered over 12 weeks
Multi skilled community
Mofilm sourced film/photography teams in LA/New York/Botswana from multiple disciplines including high-end fashion editorial, luxury still-life, documentary filmmaking/portraiture.