Utilising an eight&four end-to-end production approach, we developed a strategy & creative to produce hundreds of incredibly styled and hard-working assets for both Goldsmiths and Mappin&Webb, across 20 collections focusing on both product and lifestyle. In all, we created a year’s worth of content in less than a week of shooting.

the challenge

Watches of Switzerland Group asked us to combine their Mappin&Webb and Goldsmiths brand resources to produce a suite of assets, working across all of their platforms online, instore and print that would last for 20 collections released across the year. We were given 4 days with the product to shoot both lifestyle and product content in stills and video. Both brands have a rich heritage and it was important to embrace this along with ensuring that our assets felt contemporary and distinctive to each brand as well as standing out in feed. The key element of this challenge was finding the balance across all of the content in order to work for all of its intended purposes.

CREATIVE SOLUTION

Mappin & Webb 

To do justice to a quintessentially British brand, founded in 1775, with an innovative and modern outlook, we crafted the concept of Timeless Contemporary. Our art direction contrasted timeless style and luxury - grand settings, classic wardrobes - with a modern, contemporary attitude - shown through bold and unexpected poses. Meticulously curated settings and harmonised wardrobe allowed the jewellery to take centre stage; to draw the eye, as the spark that made the moment pop. 

Goldsmiths 

For a brand that is all about self-expression, offering a range of luxury jewellery wide enough to fit any personality and elevate any moment, we created the lens of ‘Shine On’. Focusing on pure self-expression, our concept followed four characters’ stories - pairing unique pieces with the eclectic moments they elevated, from chic soiree to bossing it at work. Golden, directional light reflected the power of a range of jewellery that lets your personality shine.