Love is…
The Vera Wang Love Collection
The Challenge
At the height of the pandemic, Zales wanted to promote the Vera Wang Love Collection in a way that felt tonally right, culturally relevant, and emotionally resonant. With so much uncertainty in the world, this refresh of the existing “Love is Us” campaign needed to speak directly to the moment and celebrate love in a way that felt authentic, inclusive, and true to the brand.
The Idea
We set out to create a portrait of love that felt genuine to the moment. Real couples, real relationships, and real settings became the foundation, allowing unscripted moments to lead the story. Each image and frame was a reflection of intimacy, resilience, and connection, reframed through the Vera Wang lens: timeless, elevated, inclusive, and most importantly authentic.
My Role
As ACD, I developed the core concept and storyline for the :30 spot while leading a small team of designers and art directors. I oversaw the production of all assets including video, still photography, print layouts, OOH, social content, digital banners, and email. I also managed the post-production, handling editing, retouching, and music to ensure every element aligned with the vision.
The Results
The campaign was praised for balancing the sophistication of the Vera Wang brand with a grounded, authentic tone that felt right for the times. By casting real couples and focusing on unscripted moments, the work stood apart from traditional bridal advertising and connected with audiences craving honesty over perfection.
DIRECTOR’S CUT BY SAMMY MOSHER