The Diamond Store 

The Diamond Store launched its “Love Stories” campaign to humanise the brand through real couples sharing how they met and their proposal journeys. I led the campaign end-to-end - owning creative direction, shoot planning, on-set direction, post-production and full project management.

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Results

Delivered 6 hero campaign films centred around authentic proposal stories
Produced social-first cutdowns to extend digital reach
Captured 40+ e-commerce and brand images within the same shoot
Maximised campaign budget by consolidating brand, social and product content into one streamlined production

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Approach

Developed the creative concept and storytelling framework
Planned and ran the full shoot, directing couples to capture authentic, emotionally engaging content
Built curated product “edits” aligned to each couple’s story
Structured production to capture campaign, social and e-commerce assets simultaneously
Oversaw post-production and delivery to ensure cohesive brand execution

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The result was a multi-layered content ecosystem from a single campaign budget — combining emotional storytelling with commercial efficiency and extending the campaign’s lifespan across channels.