MZInc launches jewelry with brash urban style

Challenge

Jewelry has one purpose…to look beautiful. When MZInc prepared to introduce a new collection created for the party crowd, this was also a top priority. Buying jewelry is an emotional decision, not determined by a list of pros and cons. With this is mind, stunning imagery would be key in evoking emotions and moving audiences to desire to own these distinctive pieces. The challenge was simply to create the most gorgeous visuals that would inspire people to purchase our client’s product.

Solution & Execution

MZInc accomplished this not by employing creative whims, but through years of expertise in knowing what sells visually. Primarily silver, the collection would be shown to its best advantage using contrast. If this were an ad for a jewelry store the pieces would be displayed against black velvet. As this was geared toward a young, party-going demographic it was decided to use models to bring the campaign alive. Because the same visual principles apply, shooting the silver on dark skinned models provided the contrast that showed the jewelry in its best light, while at the same time connecting with the young urban audiences that the client needed to reach. All of this combined for ads that were a cut above the competition.

photography by Ike Karnick