CREATIVE DIRECTION
Gübelin is a Swiss haute joaillerie house with a long tradition in fine jewellery and gemology was a partner of the Zurich Film Festival for the campaign. Built around that partnership, it brought the brand to the big screen for an international audience of filmmakers, cultural figures and film-goers.
The creative idea drew a parallel between film and fine jewellery: just as a great film tells a story, every Gübelin piece carries millions of years of geological history within it.
The result was a cinema spot shown ahead of selected festival screenings — moody lighting and sweeping camera work turning it into a natural extension of the cinema experience itself. The campaign was accompanied by motifs across social media and an in-house magazine feature.
