Work·Reliance Jewels

Reliance Jewels

The Wow Diamonds Campaign

AI Video Creative · Festive Campaign · 2025

AI Video CreativeCampaign DirectionMotion StorytellingArt Direction

Reliance Jewels' 18th anniversary called for a "Wow Diamonds" campaign built around a straightforward festive offer — discounts on diamond value, making charges, and gold jewellery. The brief was to sell that discount without it looking like a promo banner. Working within Fynd's creative team, I directed an AI-led video campaign that treats the offer like a short film: golden-hour light, quiet interiors, and macro jewellery detail carrying the story instead of a voucher code.

Every frame — the models, the wardrobe, the sets — is AI-generated, art-directed for a consistent golden-hour palette and an unhurried, cinematic pace: silhouettes against sunlit windows, close-ups on rings and bracelets catching the light, the Reliance Jewels mark closing the film against a warm, latticed backdrop.

A festive campaign delivered entirely through AI-led video production — no studio shoot, no multi-day production schedule — while still landing the premium, storytelling-first tone the anniversary called for.

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