CAMPAIGN: VRAI 'True Love is in the Making'
 

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THE BRIEF​

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While competitors focused on what lab-grown diamonds aren't (mined, harmful, expensive), VRAI needed to articulate what they are: a fundamentally better product, made with intention, precision, and crafted by heritage makers with up to four generations of Belgian craftsmanship expertise. 

 

Client Objective — Differentiate VRAI in a commoditizing lab-grown diamond market and compete with traditional luxury jewelry brands.

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THE CHALLENGE​

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Reframe lab-grown diamonds from alternative to aspirational. Shift the narrative from sustainability as sacrifice to sustainability as sophistication. And do it in a way that honors the profound human moments these diamonds commemorate. Also taking note that the brand name, VRAI, that means 'true' in French.

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THE INSIGHT

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Love isn't something you find. It's something you make.

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Every meaningful relationship requires intention, small decisions, thousands of moments of care, the patient work of building something that lasts. VRAI's process mirrors this: 243 intricate steps, zero-emission foundry powered by the Columbia River, expert craftspeople guided by generations of instinct, each diamond cut specifically for its wearer.

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The parallel was undeniable: the labor of love and the labor of craft are the same. Both require devotion. Both create something precious that didn't exist before. Both are made with love.

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THE IDEA: 'True Love is in the Making'​

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Not a tagline. A philosophy.

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We rejected the sterile language of sustainability and the transactional language of luxury retail. Instead, we created a campaign rooted in the emotional truth of creation—that the most meaningful things in life, from relationships to diamonds, are the result of intentional craft.

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The work needed to operate at two levels simultaneously: celebrate the rituals of devotion (to a partner, to oneself, to values) and demonstrate VRAI's technical superiority and transparency. Most jewelry campaigns choose one. We insisted on both.

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A repositioning that transforms how brand craftsmanship and the consumer's relationship journey are entwined by the commitment to true love is in the making.

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THE EXECUTION

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We built a visual language that feels both intimate and refined. Soft light. Quiet moments. Hands at work. The poetry was in the specificity: not just "craftspeople" but the journey, the commitment, the maker heritage, the billion data points per carat. True luxury craftsmanship demands precision.

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INTEGRATED CAMPAIGN

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Brand Film & Photography

The hero content draws a parallel between two acts of devotion: the human moments worth celebrating and the exacting craft required to create each diamond. Through deliberate pacing and intercutting, we let the stone itself become proof of concept, its scintillation speaking directly to the precision of the cut. Where traditional luxury leans into aspiration and restraint, we leaned into authenticity. The casting prioritized genuine emotion, playfulness, and delight, reflecting a brand philosophy that refuses to compromise people or planet for product. Every frame was designed to feel both considered and alive, matching the tempo of true craftsmanship: slow, purposeful, impossible to ignore.

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360° Touchpoint Strategy

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Digital Ecosystem — Redesigned PDPs with "Cut for You™ storytelling that explains VRAI's customization process

 

eCommerce — Product pages that function as editorial content, not just catalog

 

Email — Narrative-driven campaigns that educated and elevated

 

Social — Content that invited people into the maker, not mass, process—BTS, craftspeople, the foundry

 

OOH — Minimalist executions in key markets (LA, NY, SF) that intrigued rather than sold

 

Retail — In-showroom displays and packaging that extended the "making" narrative

 

Partnerships — "In the Making With" series featuring celebrity stylists Petra & Meehan Flannery 

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TECHNICAL INNOVATION

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I collaborated with Product and eCommerce teams to integrate storytelling into the shopping experience itself. Every product rendering, every hover state, every FAQ became an opportunity to reinforce the craft narrative.

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THE CRAFT

I orchestrated integrated teams across Creative, Marketing, Product, Merchandising, Sales, eCommerce, and Development. Migrated workflow to Monday.com and unified design systems in Figma, creating operational alignment that allowed for creative ambition.

I partnered with analytics to optimize based on PDP engagement, funnel performance, and CTR. Creative decisions were informed by both intuition and evidence.

I built a team environment that valued rigor and generosity in equal measure. The testimonials from Copy Directors, Video Editors, Art Directors, and eCommerce Managers speak to a leadership approach that empowers the strengths of the team for optimal work.

 

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THE IMPACT

 

Business Results​ — Campaign assets became evergreen brand IP, continuing to drive conversion across touch points and a 40% increase Q4 YOY. Elevated VRAI's positioning to best illuminate their thought leadership in sustainability and maker brand story that connects consumers with the true standard they are setting in market.

 

Cultural Resonance — Shifted internal language company-wide, "True Love is in the Making" became how VRAI could define itself. Created a replicable creative framework that informed subsequent campaigns. Demonstrated that sustainability and luxury aren't opposites—they're the same ambition expressed differently.

 

Industry Recognition — Established VRAI as a creative leader, attracting press coverage and collaborative opportunities.​

 

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TEAM RECOMMENDATIONS

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"Liv is an incredible leader and collaborator. She is always up for a challenge, willing to help think through creative solutions, and always keeps a positive atmosphere full of gratitude. Her ability to bring a team together is truly remarkable. As my direct manager during her time at VRAI, she guided me through many projects from concept to delivery and I’d happily work with her again in the future." — Joshua Barringer, VRAI, Copy Director

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"I had the honor of working closely with Liv at VRAI when she was Creative Director and I was VP of Digital. She is one of the strongest creative leaders I have ever worked with. 

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Creative Strategy & Vision — Liv has a rare ability to translate brand differentiation into a clear, compelling creative vision. At VRAI, our greatest strength was the brilliance of our stones and the craftsmanship that brought out that brilliance. She led a True Love is in the Making campaign that showed our scintillating diamonds next to consumers celebrating life. She used imagery of individual diamonds and our expert craftspeople to show how we bring the same love and attention to each of our diamonds as our consumers bring to each of their relationships. She built a visual language that elevated our brand and resonated with customers across digital touchpoints. 

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Data-Driven Design & PDP Development — Liv consistently seeks insights to refine creative work. She partnered with e-commerce teams to analyze funnel performance, PDP engagement, and click-through rates, ensuring each iteration of content, from product detail pages to campaign assets, was optimized to drive conversion. Her creative decisions were always informed by metrics as much as by artistry. 

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Cross-Functional Collaboration — Liv embodies collaboration. She broke down silos between Art and E-commerce so that we operated as one team working toward shared goals. She introduced new processes like migrating workflow to Monday.com and unifying design in Figma. These processes streamlined project management and fostered alignment across creative, UX, and business partners. Her ability to provide clear creative direction while welcoming input made her an indispensable partner to both in-house and agency teams. 

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Leadership & Team Culture — As a leader, Liv guided her team with equal parts rigor and empathy. She inspired camaraderie, celebrated creativity, and empowered individuals to bring forward their best ideas. Whether directing a major shoot or finding scrappy ways to repurpose existing assets, she fostered a culture of problem-solving and shared ownership." — Sam Gardenswartz, VRAI, VP of Digital

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"Liv is not just a leader, but an inspiring mentor who has played a pivotal role in unlocking my and our team's creative potential. Liv's leadership style is characterized by her unwavering support and encouragement for innovative ideas. She actively collaborates with the team to ensure we deliver our best work. Since working alongside Liv, I have been motivated to strive for excellence and constantly push myself to bring forward fresh and exciting ideas.

 

One of the most rewarding aspects of working with Liv is her recognition of my contributions. Her acknowledgment of my efforts has greatly motivated me and enhanced my overall work experience.

 

I am truly grateful for the opportunity to work with Liv and be part of her team, which values creativity, collaboration, and excellence." — Farah Rezaee, VRAI, Performance Marketing Video Editor

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"Liv is an exceptionally talented director who excels in design, creativity, and people management. She consistently goes above and beyond in everything she does. One of Liv’s greatest strengths is leading with kindness. She is a true leader and always willing to listen and help the team. She has my highest recommendation." — Andy Luong, VRAI, Art Director

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"Liv played an instrumental role in shaping the global PDP and eCommerce creative strategy at VRAI, ensuring our on- and off-figure video and still assets not only showcased products thoughtfully but also told a compelling visual story aligned with the VRAI brand. Her ability to balance creative vision with business objectives was consistently impressive — she always approached projects with the customer journey in mind and understood how to translate insights into visuals that drove engagement and conversion.

 

From a project management and cross-functional collaboration standpoint, Liv worked together with Marketing, Product, Merchandising, Sales, eCommerce, and Development teams to launch impactful campaigns on time and at high quality.

 

Beyond her technical and creative expertise, Liv is an inspiring, kind, and thoughtful leader who fosters collaboration and brings out the best in those around her." — Sarah Gorski, VRAI, eComm Manager​​​