Michael Spires Jewellers
A Case Study
PROBLEM
Michael Spires, a luxury jeweller based in Cornwall, needed to boost in-store sales during the critical Christmas trading period. Competing with national brands and facing growing pressure on the high street, they wanted a campaign that would stand out locally, feel true to their Cornish roots, and drive customers through the door.
PROCESS
Commissioned via a marketing agency, we were tasked with delivering a Christmas TV advert for broadcast on Sky AdSmart. With significant creative freedom, we developed a heartfelt narrative: a story of childhood sweethearts who grow into adulthood, culminating in a romantic proposal with a Michael Spires ring - on the same beachside bench where their story began.
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PRODUCTION
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Hero TV Ad: Romantic Christmas narrative, filmed on the Cornish coast.
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Challenges:
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Tight scheduling with child actors.
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Technical demands of shooting a Christmas tree scene with challenging lighting.
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Collaboration: Worked closely with the agency on campaign rollout while owning creative execution.
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PAYOFF
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The campaign delivered a £500,000 increase in in-store sales compared to the previous year (Nov–Jan).
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Ran successfully on Sky AdSmart, reaching targeted local audiences.
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Established a long-term client relationship, leading to repeat projects.