Diamond Producers Association Advertising Olympic Gems

Jewelry
16/02/2018 17:53

Real is a Diamond partnered with The NBCU Content Studio on new custom video content launching during the live on-air and digital broadcast of the 2018 Winter Olympics in Pyeongchang. “The Making of a Gem” video shorts were developed to showcase the striking similarities between the unique journey of an athlete on the rise, and a diamond - tapping into the emotional context of a diamond’s symbolic meaning. Three videos were created through the perspectives of a snowboarder, ice skating duo, and a women’s ice hockey team to demonstrate the natural forces and elements that forge both diamond and competitor.

“The breadth of common themes was surprisingly rich, and made for seamless and layered storytelling,” said Deborah Marquardt, Chief Marketing Officer for the Diamond Producer’s Association. “Like diamonds, the immense pressure and the deep inner forces competitors must endure in order to grow strong, find their edge and ultimately shine is an ideal narrative to explore during our most cherished and meaningful celebration of sport and human connection”. 

Stylist Tanya Dukes chose the featured jewelry, explaining, “In each film, we styled the athletes in realistic, current diamond jewelry that they’d actually wear, including some of their own pieces. The jewelry was an authentic part of their personal style.” She sourced pieces from a range of diamond jewelry designers including Sydney Evan, Jade Trau, Ritani, Sethi Couture, Barbela, Hearts on Fire and Forevermark.