SOLD OUT SUCKS.
Known for its minimalistic designs for everyday wear, Mejuri is on a mission to redefine luxury jewelry. This Black Friday campaign strategically combined the brand’s signature palette of black and bone with a newly introduced pistachio green to create a distinctive presence on social feeds.
Visuals combined oversized off-figure imagery with in-studio footage with models accenting the signature pistachio through clothing, makeup and other accessories.
My role in the partnership with Mejuri was to lead creative ad direction for paid social and develop lockups, motion graphics, and video cuts for the campaign.
The campaign efficiently spent $1M+ on Meta and TikTok and generated a 2x ROAS.
Creative Ad Direction: Jenna Salmers
Lead Video Editor: Jenna Salmers
Assistant Video Editor: Lili LM
Production: Mejuri
