Helzberg Diamonds

“Diamond Science”

Helzberg Diamonds set out to empower young men on their quest for the perfect engagement ring. To kick-off this initiative, they issued an open RFP brief calling for a series of engaging explainer videos to demystify the diamond-buying process, targeted at 25 to 34-year-old males actively researching engagement rings online.

As the lead in charge of developing the RFP on behalf of Genero, I carefully selected the ideal creative production team to bring our vision to life. Drawing insights from our target demographic, we conceived "Diamond Science," drawing inspiration from the popular "Sports Science" format.

Our creative direction aimed to merge education and entertainment, alleviating the high-pressure experience of ring shopping. We positioned Helzberg Diamonds as the no-pressure, diamond experts by seamlessly blending animation/3D rendering with person-to-camera interaction, addressing key questions about the 4Cs.

In our series, an amiable "Coach" breaks down diamond intricacies using relatable sports analogies and a touch of humor. Premium infographics ensure accessibility, empowering viewers to make informed choices. Each video serves as a comprehensive guide to the 4Cs, equipping prospective proposers with confidence.

Our approach resonated with Helzberg Diamonds, earning us the opportunity to produce the series. Through "Diamond Science," we transformed a daunting task into an engaging and informative experience, cementing Helzberg's reputation as the destination for quality diamonds, minus the pressure.

My Roles:
Business Development
Account Management
Executive Producer
Agency: Genero
Production Partner: PostScript Creative