01 · Signet Jewelers · 2025 to now

Blue Nile

Brand RepositioningPhoto and Video Art DirectionCampaign Creative
Blue Nile bridal portrait with birdcage veil and stacked diamond rings
Blue Nile gold and diamond hoop earrings on textured paper

Redefining Blue Nile as a luxury brand.

Client

Blue Nile, Signet Jewelers

Year

2025 to now

My role

Creative Director

Photo and video art direction

Production support

Campaign creative oversight, design and copy

Directly manage a team of 7

The brief

When Signet set out to move Blue Nile into luxury, the creative had to earn that shift in every frame. As Creative Director, I led the team through the repositioning, owning photo and video art direction and production while overseeing all campaign design.

Blue Nile model in a red pleated gown wearing layered gold and diamond jewelry
Blue Nile pink gemstone pendant in a navy box with silk ribbon
Blue Nile diamond hoops on a navy box wrapped in silk ribbon
Blue Nile autumn portrait with gold rings and a long drop earring

Watch the campaign

Loose diamonds

For loose diamond campaigns, the stone is the story. I art directed every frame to feel luxurious, not promotional, using light and material to let each cut speak for itself.

Blue Nile loose diamonds in assorted cuts arranged around a navy presentation box