Was Gathering DustWas Gathering Dust wanted to build trust and establish itself as a credible alternative in the jewellery trade-in market. As Content Producer, I developed the creative concept for a series of social-first videos designed to address customer concerns and showcase the value of unwanted jewellery. From scriptwriting and shot planning to directing talent and managing production across multiple locations, I created a library of authentic, educational content that could be repurposed across paid social and organic channels to support customer acquisition.
The Challenge
Encouraging customers to post valuable jewellery requires a high level of trust. The campaign needed to simplify the process, demonstrate authenticity and reassure potential customers through relatable storytelling. Working within a modest budget, I coordinated production across multiple locations, directed talent, managed on-set logistics and ensured every shoot delivered platform-specific assets that could be repurposed across the website, Meta advertising and organic social content.