The Magical Jewelry Forge

In 2024, the brand Golden 585* refreshed its identity and opened new offline stores in preparation for its 25th anniversary in 2025. The brand’s challenge was to stand out in the jewelry market, which is not typically known for bold advertising campaigns.

Проблема

The commercial was intended to become a key element of the brand’s new communication strategy. By the time the client approached us, their team already had a general idea of the storyline they wanted to see. MOSKVA PRODUCTION took full responsibility for developing and executing the script — from the choreography of every character movement, to storyboarding, special effects, filming, and post-production. Popular Russian film and theater actor Pavel Derevyanko was invited to star in the video.

Решение

Our production team was inspired by the client’s wide perspective and creative spirit. The brand approved the idea of producing a fantasy-style video featuring a tough, charismatic celebrity — a bold move for a jewelry campaign. Fueled by this creative energy, we delivered maximum detail and precision at every stage of production. The magical world in our video draws inspiration from iconic works of global fantasy, such as Harry Potter and The Lord of the Rings. To transition between real and imaginary worlds, we decided to create 80% of the commercial with CGI and leave 20% to live-action filming. Working within a very short runtime for such a plot-driven video, we meticulously controlled the characters’ trajectories down to the millisecond. For full transparency and to reassure the client, the director suggested producing a pre-shoot during the treatment stage — essentially draft footage of the entire future video. The treatment also included a storyboard with second-by-second mockups, moodboards of locations, and camera movements. We used 3D graphics and MidJourney to visualize this. When creating the jingle, we generated a prompt for the AI tool SUNO, drawing inspiration from The Lord of the Rings soundtrack and traditional Irish music. A simple lyric with repeated use of “585” enhanced brand recall and atmosphere. A chorus of “imaginary blacksmiths” was performed by real musicians. We had just two weeks to complete the CG shots. To produce the scenes set in both the apartment and the fantasy world, we used motion control — a mechanical camera system that enabled smooth, precisely repeatable shots. In the end, we delivered 36 versions of the video, each with different packshots, tailored to the technical specifications of various posting formats.

Результаты

The campaign generated over 200 media publications, reaching 4.8 million people. On social media, it reached more than 320,000 users, with over 100,000 unique video views. Advertising awareness grew by 47% among the target audience, and overall ad awareness increased by 46%. Brand awareness itself rose by 31%.