The Gemological Institute of America (GIA) is legendary for its science, but lab reports don’t exactly scream romance. In this campaign, we stripped the lab-coat vibe off and presented GIA as a modern brand that truly understands what love looks like today.

From the concept and creative direction to casting and cinematography, authenticity drove every decision. And because love doesn't look the same in New York as it does in Mumbai or Shanghai, we partnered with local teams on the ground to make sure the work stayed culturally honest. We brought that same energy behind the camera, building a diverse crew whose unique perspectives brought warmth, nuance and humanity to our stories.

P.S. At the very bottom is a campaign we proposed during the pandemic.