Agency Squid has collaborated with the American Gem Trade Association to promote awareness of colored gemstones. The jewelry industry has been changing over the last few years as a younger audience looks beyond diamonds and to responsibly sourced gems.
In order to appeal to these demographics, the Minneapolis-based consultancy/creative firm was tasked with creating a piece that told two stories: stones being picked from the earth and turned into beautiful pieces as well as revealing the variety of situations and pieces for which the stones are perfect. The print and video campaign shows the places where the elegance of gems and the diversity of life meet.
