Roles: art direction, photoshoot direction, graphic design, client presentation

This new brand rollout focused on two audiences: existing customers and new markets. The rollout campaign featured non-traditional models wearing high-end watches, jewellery and engagement rings. This inclusive approach was designed to showcase real people as they are, and play against conventional ads in the category. The headline “Wear Your Independence” helped to highlight people owning their personal style while also giving a nod to the brand’s outgoing name. The headline, with its cut out text, captured the distinct “independent” style and character of the campaign. The design is minimal and elegant in tone, with sophisticated, original black and white photography, which is contrasted by the primary teal colour of the IJL brand.