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JWT London Conjures the Power of Promise for Forevermark Campaign

J. Walter Thompson Europe, 2 years, 12 months ago

Black Swan choreographer Benjamin Millepied directs a modern love story

JWT London Conjures the Power of Promise for Forevermark Campaign

Forevermark unveils a new campaign created by JWT London and directed by Benjamin Millepied, with photography by Tobias Regell. In a world where promises are increasingly disposable, the campaign showcases how a Forevermark diamond reflects a strong and enduring promise which will stand firm through a couples’ life together. 

Directed by Benjamin Millepied, the French dancer and choreographer who choreographed Black Swan, and is the Incoming Director at the Paris Opera Ballet, the film offers a romantic black-and-white preview of our hero and heroine’s joint journey. Their hands stay connected throughout reflecting the promise they have made and which will never be broken.

The film aims at renewing peoples’ faith in the role of promises in their lives and persuade them that responsibly sourced Forevermark diamonds are the only diamonds worthy of expressing them.


Advertiser: Forevermark

Creative Agency

Account Director: Rebeca Hernandez

Creative Agency: JWT London

Art Director: Claudia Southgate

Copywriter: Verity Fenner

Executive Creative Director: Russell Ramsey

Planner: Courtney Sikes

Team Manager: Verity De Courcy Norman

TV Producer: Rebecca Hunter

Music and Sound

Sound Design: Jungle


Editor: Work / NineteenTwenty

Production Company

Director: Benjamin Millepied

Production Company: Rattling Stick

Category: Clothing/fashion , Jewellery

Genre: Dialogue , choreography