To make commercials for a jeweller selling affordable bling, and talking to real guys in small-town Canada, you have to keep the idea simple and the look authentic and unaffected. It's 180 degrees from Tiffany's, and it worked for the market, with a 57%+ increase in online sales, year over year.
 
Client: Charm Diamond Centres
Agency: Mass Minority
Production Company: Mass Minority Media Studio
Writers: Andrew Pigott
Art Director: Gary Holme
Producers: Jessica Holloway
Directors: Sean Frewer
DoP: Blair Locke
Editor: Sean Frewer
Colour: Sean Frewer
Audio: Eric Hulme