Case Study • Our 2026 Campaigns for Graff
Scroll to continue
Holloway x Graff Case Study
The challenge
Graff needed to heavily promote their more accessible collections in a highly competitive market, to very different audiences across the US, Europe, Middle East and Asia. They had to do it without losing the soul of the brand: the high jewellery prestige and exclusivity that make it desirable. Their visual direction had become diluted, with no single guiding vision to keep these creative worlds aligned.
Scroll to continue
Our Approach
We started with the voice of the founder.
Our approach
“It all begins with the diamond.”
— Laurence Graff
This guiding principle lay at the very foundation of the brand. We uncovered it, put it at the forefront of every piece of creative, and from it created our proposition:
Graff is the eternal expression of the diamond.
Five territories
The qualities of the diamond
The proposition gave us five key territories, each drawn from a quality of the diamond, to build the layers of the brand’s personality across every pillar.
The diamond represents
The epitome of strength and power
An eternal symbol of love and commitment
Extreme beauty and elegance
Nature’s most precious gift
A testament to human artistry
The Graff Woman
An evolving image of glamour
The identity of Graff has been synonymous with the most fabulous jewels in the world and the powerful women that wear them since the 1960s. We were inspired by a hundred years of portraiture capturing the world’s most enigmatic women, we personified the qualities of the diamond in a single character: the Graff Woman. Commanding, alluring, a timeless symbol of elegance.
All pillars, all stages, all markets.
This faceted foundation let us build campaigns for the full breadth of the brand, worldwide, while keeping a core sensibility that makes every image instantly legible as Graff.
Scroll to continue
What we created
We crafted rich layers of creative across each pillar.
High Jewellery
Classic Collections
Modern Collections
Film: Liz Collins
Image: Alain Costa
Film: Jack Webb
Image: Liz Collins
Image: Steven Klein
CGI: Holloway x Cactus
Image: Sølve Sundsbø
Structured to cover all stages of the funnel.
With every element tailored to each market.
All underpinned by rich storytelling.
Film: Steven Klein
With every scene meticulously crafted,
world-building from sketch to campaign.
And exceptional visual craftsmanship,
delivered at scale.
Results*
12campaigns160+original films500+original images
600K+new followers1.6Mlikes on a single post30M+reel views1B+impressions
*Estimates as of 6 November 2026, based on public social media figures and campaign coverage