MESSAGING TO CONSIDER:
Supporting Messages:
REFERENCE VIDEOS/PHOTOS FOR INSPIRATION OR TONE:
This product is only available for filming in the United States, so while you can be based in another country, you must be able to film in the United States.
At the core of the company, Ross-Simons believes that everyone deserves beautiful, fine jewelry. Most Jewelry consumers have never even heard the name Ross-Simons or realize that they exclusively sell fine jewelry and have one of the broadest assortments available online ranging from affordable accessories and simple earrings to Estate jewelry and high-carat diamond tennis necklaces. Ross-Simons has it all when it comes to fine jewelry and now they want to find new customers who are looking to purchase diamonds, gold, and gemstones for themselves or loved ones that work for every style and every budget.
The goal of this project is to produce two different live-action broadcast videos, along with some accompanying cutdowns, that find an impactful way to communicate that "You Can Finally Afford the Beautiful Fine Jewelry You’ve Always Wanted" in a compelling and engaging way and then drive viewers to their website. It is important that these videos do not feel like every other jewelry ad. If you've paid attention to jewelry content, you'll have noticed that most jewelry commercials contain the same tired imagery of women wearing jewelry and smiling to themselves with very little energy or story, but that's not the direction we want to go here. Ross-Simons previously made the Your Story video, which is a great example of what we are NOT looking for with these videos. This video was too generic and was not effective. We are looking for a distinctive narrative that drives the point that with Ross-Simons there is no trade-off between Luxury and Value. A great example of what we are looking for is their last Lab-grown Diamond video which had the talent speaking directly to the camera and was effective for the brand in messaging, look, and style. While they do want to use the line "Luxury or Value? Why Choose?" as it embodies that when you shop with Ross-Simons you don't have to sacrifice quality or savings when it comes to jewelry, we are open to your creative approach to the exact messaging that you can read more about in the Background.
We are looking for something even more fresh and vibrant, without necessarily feeling like they're going for a much younger audience. We primarily want to speak to an audience of established women, ages 30-60, who are looking to buy themselves classic, elegant and unique jewelry. These videos can of course still relate to anyone who may be looking to buy jewelry as a gift for a loved one, but you should hone in on messaging and a creative approach that's intended for individuals looking to find the best jewelry for the best prices. We want Ross-Simons shoppers to feel special, savvy, and confident when purchasing their jewelry. As most are not aware of who Ross-Simons are, we want to make sure their name becomes associated with beautiful fine jewelry at affordable prices and that when viewers visit their website they are so impressed by the pricing that they don't want to wait another day to purchase the jewelry that they deserve.
In terms of creative approaches, we are open to all sorts of live-action executions. Ross-Simons has found that a testimonial-style approach with a more sophisticated character that talks directly to the audience can often perform best for their audience. Narrative approaches are also on the table, as are more dynamic editing styles, but you need to ensure your characters are connecting with the audience without feeling like a boring, generic jewelry ad. You can also potentially look at having more than one talent featured in your spot, as well as highlighting one specific type of jewelry such as gold, gemstones, diamonds, or a combination of fine jewelry as a whole. These videos should feel full of life, but not be too flashy with neon colors or dance sequences; their audience is classic, elegant, timeless, but not boring.
When it comes to the two :30 videos, one of the videos should focus on purchasing jewelry for yourself and the other video should focus specifically on giving jewelry as a gift during the holiday (non-holiday specific, able to use year-round). The setting and storyline of each video can be similar, but the two videos must stand on their own. They should have different scripts or messaging, could potentially have completely different endings, and potentially have additional or different casting. You will also need to create two :15 cutdowns of each video, one for purchasing yourself and one for gifting during the holidays. You can also feel free to mix between talent talking directly to the camera and using VO over product shots or the end cards. Note also that these videos may be used during holidays, like Christmas, Valentine’s Day, Mother’s Day, etc. but they are NOT holiday videos, so they should feel like they can be used at any time during the year, though we may ask the talent to record VO lines for special discounts or offers that may be added to the creative at a later date.
Ross-Simons will be on set and providing all jewelry, but we recommend you include in your pitch how you'll account for security during production. They will be choosing two filmmakers from the Pitch Qualification Phase to further develop their concept through a revised treatment and initial drafts of all scripts. We expect that each scripted approach will be very different creatively, so if you're experienced in the jewelry space and want the best shot, it might help to propose more than one concept in your Pitch. If your concept allows, you may also be asked to provide a Spanish Language VO, along with the accompanying budget, for each of your videos.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 4 total assets.
TIMELINE: HERE
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, as it is not limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices page.
TARGET AUDIENCE:
TONE:
EXECUTIONAL MANDATORIES:
PITCH QUALIFICATION PHASE:
In order to be considered for the full Pitch Phase, you must include the below materials in your Pitch Qualification Submission. This Phase gives filmmakers the opportunity to submit a 500-character synopsis with some initial creative thoughts, and tell us a bit more about your team. Two creators will then be given $750 to develop more robust treatments as part of the Pitch Phase.
PITCH PHASE:
If selected to move forward to the Pitch Phase, you will be sent additional information about the campaign to create a robust Treatment as part of your pitch. You must include the below materials in your pitch submission to be considered for this project. For examples of effective pitches, check out this gallery.