New Work: Zales “Let Love Shine”

In 2010, Zales helped launch The Black Keys to fame by licensing their music for a TV spot. Alabama Shakes and Various Cruelties also enjoyed great success after partnering with Zales. This holiday season, after a triumphant return to profitability in May 2013, Zales is highlighting a new set of breakthrough artists in its “Let Love Shine” campaign.

Zales’ 2013 holiday campaign will feature talented artists Lord Huron, Amy Stroup, Kat Edmonson and Shovels and Rope. GSD&M’s creative work pairs these modern breakthrough artists with touching modern love stories, encouraging the audience to “Let Love Shine” and consider Zales when gifting from the heart.

The work is the GSD&M’s first creative execution of the Zales “Let Love Shine” campaign. Anthemic spots entitled “Balloons” and “Paris” headline the campaign and highlight the jeweler’s newly reintroduced “Celebration” bridal collection. Two 30-second and four 15-second promotional spots will run nationwide beginning Nov. 4 and through the month of December. Print and digital work will accompany the TVspots, and the campaign will be supported by YouTube, Facebook, Twitter, and Instagram efforts.


Agency:  GSD&M
Client: Zale Corporation
Launch Date:  November 4, 2013
Spot Title:  Balloons
Executive Creative Director: Jay Russell
Group Creative Director: Brent Ladd
CD/Writer:  Lara Bridger
CD/AD:  Will Chau
Producer from GSD&M: Monique Veillette
Assoc. Producer GSD&M: Tommy White
Line Producer:  Mark Walejko
Prod Company: Partizan
Executive Producer from Production Company: Sheila Stepanek
Director:  John Dolan
Director of Photography: Ben Seresin
Photographer (Stills): Jeff Bowen of Bowen Ross Photography
Director, Product Photography – Brett Johnson
Director/DP of Product Footage: Britt West of Venice Roadhouse Productions, LLC
Editing House: BEAST, Austin
Editor:  Sam Selis
Post EP:  Ron Rendon
Music Search Company:  Wool & Tusk, NY
Graphics: Mill, LA
Audio: Pony Sound
Colorist:  Adam Scott, Mill, LA
Online & VFX: The Mill, LA
VFX EP from the Mill:  Enca Kaul
VFX Producer from the Mill:  Kiana Bicoy
Experience & Insights: Priya Noel
Project Manager: Alicia Ross
Account Service: Coley Platt, Kristin Davis, Cat Snyder

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