To make content for a Jewellery Store selling very affordable bling, while talking to real guys in small-town Canada, you have to keep the idea simple and authentic. Nothing fancy.

It's 180º from Tiffany's as it should be, and this video worked for that market, with a 57%+ increase in online sales, year over year for Charm.

Client: Charm Diamond Centres
Agency: Mass Minority
CCO: Brett Channer
Director of Art & Content: Gary Holme
Writer: Andrew Pigott
Art Director: Gary Holme
Producer: Jessica Holloway
Account Lead: Christine McArthur, Brett Channer
Production Company: Mass Minority Media Studio
Directors: Sean Frewer
Director of Photography: Blair Locke
Editor: Sean Frewer
Colour: Sean Frewer
Audio: Eric Hulme