The Task

Yvan Tufenkjian, a pioneer jewelry brand, known all over the world and worn by international celebrities like Kim Kardashian West, Kylie Jenner, Angelina Jolie and Beyonce to name a few. The fine jewelry is defined by its rich heritage and modern appeal, crafted to elevate the lives of those who wear it. The brand has long embodied the elegant rebellious women, mysterious, driven and unique. Therefore it is crucial to have a concept behind each collection, and that’s the continuous role we play as their agency, building the communication around it, from collection name, logo, brochure design, photo and video shoots art direction and casting. Based on our digital strategy, we activate their online media plan, targeting new audiences in the USA, UAE and KSA.
In this social media content shoot, we wanted to relay YT’s unique brand essence and promise online, targeting and empowering different types and styles of women. We worked closely with the photographer to cast a woman that embodies the brand persona: stylish, yet unconventional, with expressive tattoos on her arms, neckline and body. The sense of mystery, rebellion and independence was further heightened by every prop and object carefully handpicked by our art directors.
The image library generated is being rolled-out on the client’s Instagram grid, boosted by a well-crafted digital media campaign, attracting high engagement from our target audience.