Gemfields is a world-leading supplier of responsibly sourced, coloured gemstones. So it stands to reason that their annual marketing campaign must always be something truly dazzling.
In their mission to promote coloured gemstones, and their own progressive attitudes to the industry, Gemfields tasked us with creating their hero marketing content. We took apart their brief to understand the different requirements. Based on this, we aimed to produce a series of films that were both educational and promotional. The result were these four films; Responsible Sourcing, Emerald, Ruby and The Buyer’s Guide.
As part of our creative pitch at their London headquarters, we invited Gemfields to imagine the brutal, and beautiful, microscopic world of mineral formation. After all, the majority of a gemstone’s story is the 500,000 years spent underground.
To creatively achieve the visual representation of chemical reactions we used liquid art. To film the cores of real-world minerals, we turned to macro photography.
Finally, the films were complimented with exquisite 3D models and animation. These models helped to tell the stories of ancient myths, African communities and hidden parts of the gemstone process.