All That Glitters; A Sparkling Take on the Festive Season with Matthew Ely


In celebration of the festive period, PMC have worked closely with the Matthew Ely team, to create a memorable campaign that is bold, beautiful and completely inspired by the sparkle of the holiday season.

‘All that glitters’ embodies the connotations of Christmas, showcasing spectacular vibrancy and celebration across three key complimentary colour palettes; gold, bronze and silver.

With emphasis on various pieces from Matthew’s collection, our objective was to portray the elegance and sheer luxury that is synonymous with the brand. We wanted to take new and old customers on a sensual and emotive journey to explore the jewellery in a way that it has not previously been portrayed.

Presenting a phenomenal focus on the intricacies of each piece, lighting has been carefully employed to capture precious gemstones and sought-after diamonds bathed in light and dancing within the reflections to create truly magical imagery.

With no two images catching the same light, reflective features have the opportunity to sparkle and show off their unique detailing across Matthew’s signature styles, settings and designs. These images also encourage the consumer to become enthralled in the multitude of gemstones available from rare pink garnets to stunning aquamarines and yellow diamonds.

To compliment the still-life imagery, the agency also captured in-situ photographs of a model wearing each piece, as well as short 9 second clips and a behind the scenes video. This ensures that our campaign assets deliver versatility to support website banners, EDMs, PR look books, social media and advertising to engage with all identified brand persona’s during this key retail period.

Each asset has also been considered for use across various email marketing automations that PMC have developed and implemented across HubSpot to further engage and encourage key consumers to purchase in the lead up to the holidays.

The results have created a truly magical campaign that demonstrates Matthew’s unique approach to exceptional craftsmanship and communicates the selection of styles and designs available within the Matthew Ely boutique.

Follow us on Instagram to see more stunning shots captured for this campaign.


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