B-Reel puts Empowerment at the Heart of Gemfields Ruby Inspired Stories Campaign

Creative agency B-Reel and B-Reel Films take new approach to luxury brand storytelling in intimate micro-films directed by new talent Leonora Lonsdale.

Creative agency B-Reel & B-Reel Films are behind the latest campaign promoting ruby gemstones for Gemfields, the world's leading producer of responsibly-sourced rare coloured gemstones.

Following on from a hugely successful global campaign featuring Mila Kunis and focusing on Zambian emeralds, Gemfields have now selected to work with a trio of up and coming global talent.  With Mozambican rubies at its core, the campaign is built around three films.  Each contemporary in feeling, staying true to the brand’s fresh and modern approach.

In line with Gemfields belief that there is a story in every gemstone, the films take a new approach to storytelling, each examining a longheld mystical association with rubies; Passion, Protection and Prosperity.

The delicate, yet impactful films each feature a strong female lead from different cultures across the globe. As their lives come to significant emotional moments, the rubies become talismans that signify these events.

In order to ensure the campaign narrative rang true with a new generation of women, B-Reel tailored an all-female creative team specifically for the project.

Ali Alvarez, Creative Director at B-Reel