De Beers - Confidence

De Beers is the worlds largest diamond company. Their brand platform adds a 4th C (Confidence) to the existing 3Cs of Diamond grading (Colour, Carat, Cut).

Confidence is a feeling. One that De Beers wants its grading customers to immediately recognise. The brief was to produce a film that captured the feeling of confidence paired with timeless beauty. We used original composition, a mix of archival footage, film shot in their laboratory, and CGI all brought together with luxury typography and rotoscoping. The aim was to communicate confidence via the legacy and heritage the brand built over 100 years.