Launching a new brand identity
through a cinematic film

The challenge

Warren James, a well-known jeweller, approached us with the task of creating a film to support their rebrand. Central to this rebrand was a new logo, and the client wanted a visually captivating piece that highlighted the craftsmanship behind their jewellery.

Our goal was to produce a film that showcased a renowned jewellery maker creating a bespoke pendant of the new Warren James logo, blending artistic craftsmanship with the brand’s evolving identity.

The approach

The client came to us with the initial concept, which allowed us to focus our brainstorming sessions on how best to execute the vision. We decided early on that to create a cinematic feel, we would shoot in a real jewellery maker’s workshop, blocking out natural light and using minimal, controlled lighting to highlight the intricate details of the jewellery-making process.

This approach aimed to bring a sense of artistry and exclusivity to the rebrand, elevating the perception of the brand’s craftsmanship.

Production

The shoot took place in a small workshop in Birmingham’s jewellery quarter, where space constraints presented a challenge in manoeuvring our equipment and getting the diverse angles needed to keep the film engaging. We used the Red Epic-W camera paired with prime cine lenses to achieve a shallow depth of field, enhancing the bespoke and luxurious feel of the piece. A slider was used to introduce movement, adding a dynamic quality that made the process of jewellery creation feel like a cinematic journey.

Despite the spatial challenges, the production was completed in a single day, capturing the entire process of the pendant’s creation in real-time. The lighting, camera movement, and precise lens choices all worked together to bring the craft to life on screen.

Post-Production

Post-production was efficient, taking just three days due to our clear vision for the final edit. The editing focused on maintaining the film’s cinematic quality, with careful attention to colour grading and pacing to enhance the bespoke feel of the content. The quick turnaround allowed us to send a first cut to the client within a day, and with their prompt feedback, the process ran smoothly.

The outcome

The film beautifully captured the craftsmanship and care that goes into every Warren James piece, reflecting the brand’s dedication to quality in a way that felt artistic and elevated. While the feedback highlighted the high-end nature of the film, it also served as a testament to our ability to create visually stunning content that stands out in the market.

This rebrand project reinforced Warren James’s commitment to quality and offered a fresh, cinematic lens through which to view the brand’s evolution.