Big screening thinking for small screens.
socialed. partnered with Belgian fine jewellery brand idyl to deliver two back-to-back campaigns in the UK. The latest project launched idyl’s new earring collection, Poems, brought to life through a heartfelt narrative of a phone call between mother and daughter.
The brief was to create jewellery content with a cinematic, movie-like feel - elevating the brand’s visuals while exploring the emotional significance of jewellery in everyday life. Our campaign extended Idyl’s wider strategy: positioning their jewellery as part of the daily wardrobe, proving that you don’t need a special occasion to dress up and feel beautiful.
To achieve this, we produced a hero narrative film, social cut-downs, a detailed photography brief, and performance-driven content. Together, these assets provided Idyl with stunning brand visuals that not only captured attention but also drove measurable impact.
Social-first, always.
As with all of our campaigns, social media is at the core of our creative process. Our concept was designed to deliver maximum impact both in long-form storytelling and in short-form video content optimised for platforms like Instagram, TikTok, and paid social.
We developed a hero video that could be easily segmented into multiple cut-downs, ensuring flexibility and a longer content lifespan. To add variety and maintain audience engagement, we captured additional camera angles and alternative edits.
Beyond the hero narrative, we dedicated our second day of filming to ads and hooks - balancing polished product-focused content with authentic lifestyle moments. This approach allowed us to create a suite of social-first assets that blended cinematic storytelling with high-performing paid media formats.
Influencer Approach
We then partnered with idyl's top influencers in the UK and French market to deliver an informative, how-to-style, type campaign. Our focus here was to follow the same core concept, 'how to style these pieces', with all influencers but make each set, narrative and look feel completely unique to each.
Multi-Format Content
Our overall output felt on brand but unique to extend to lifetime of each asset, allow us to test concepts, stories and tonality all whilst living under the same umbrella. By mixing mediums and formats, we gave our content campaign broader digital life; for web, PR and newsletter as well as POS moments.
