zales

At Zales, the challenge was to elevate the brand’s visual language while working within an established framework dictated by linear TV spots. My role was to raise the creative standard without disrupting production efficiency or accessibility.

I refined the work toward a more editorial, image-led approach, introducing elevated casting, stronger photography, and social-first video that expanded the system beyond its original execution model. Within the same parameters, we increased asset output resulting in a clearer, more contemporary point of view that modernized the brand across channels.