ADDITIONAL MESSAGING TO CONSIDER: You can learn more about lab-grown diamonds by reading the FAQ section at the bottom of this page, but here are some key points.
MERCHANDISE PRIORITY: This is the order in which product categories should be included; the creative approach can determine just how much jewelry it's possible for us to show.
REFERENCE VIDEOS/PHOTOS FOR INSPIRATION OR TONE:
*This project is closed to filming only in North America (US, Mexico, Canada)*
When it comes to buying diamonds, not everyone is ready to spend tens of thousands of dollars; however they still want the ability to own classic, timeless pieces of fine jewelry, which is why lab-grown diamonds are a great choice. When opting for lab-grown diamonds over mined diamonds, you can get stunning quality, larger REAL diamonds for a shocking value and when it comes to best prices on lab-grown diamonds, Ross-Simons is the place to go. Now, Ross-Simons is looking to introduce consumers to the benefits of lab-grown diamonds and their "Lab of Luxury," and people who are looking to elevate their look, while not going broke, to shop with Ross-Simons.
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 express the advantages of lab-grown REAL diamonds and explain why you should purchase diamond jewelry from Ross-Simons. If you've paid attention to jewelry content, you'll have noticed that most jewelry commercials are all about engagement rings and tender proposals, but that's not the direction we want to go here. While you can get a quality engagement ring from Ross-Simons, we primarily want to speak to more of an audience of established women, aged 30-50, who are looking to buy themselves brilliant pieces of jewelry like stud earrings, diamond rings, and tennis bracelets. 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 messaging and a creative approach that's intended for individuals looking to find the best diamonds for the best prices. Also, note that while lab-grown diamonds are more accessible, the style and tone should still be geared towards an audience looking for elegant, sophisticated, and timeless pieces.
In terms of the creative approaches, we are open to all sorts of live action executions. You might take a more straightforward visual approach and showcase the color and clarity of the diamonds with artful product-centric close-ups of jewelry on its own or worn by talent, but you might also consider a testimonial-style approach with a more sophisticated character that walks the audience through how elevated their life is thanks to Ross-Simons. Narrative approaches are also on the table, as are more dynamic editing styles. When it comes to the two :30 videos, the setting and storyline can be the same, but the two video may have different copy, messaging, and potentially casting. One of the videos should focus specifically on gifting diamonds and the other video should focus on purchasing diamonds for yourself. VO might provide you with the most flexibility for your visuals, but you can use dialogue or have talent talk directly to camera. 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.
Whichever path you choose, you should keep the brand's recent style guide for "The Lab of Luxury" in mind when creating your pitch. Messaging is also key, as we're actively trying to drive people to Ross-Simons, and not merely create awareness around lab-grown diamonds. Lean into how lab-grown diamonds are more affordable than traditional diamonds, while still being just as real, stunning, and elevated. Make sure that people walk away remembering that you can "Get a Dream Diamond You Can Afford, From Ross-Simons".
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 approach that's scripted 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 Spanish Language VO, along with the accompanying budget, for each of your videos.
Check out more key information about Ross-Simons, as well as examples of their past videos and other tonal reference videos in the Background. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 8 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.