(Press Release)
LA JOLLA, CA – Alor, a luxury cable jewelry maker, will debut a new national advertising campaign this spring.
In a departure from past campaigns which featured familiar faces from the world of modeling, Alor has chosen a new star for this campaign: their own cable jewelry. Shot solely on site at Alor’s La Jolla, California studio, the campaign imagery features several looks styled by the brand’s in-house marketers and merchandisers. The shots are close-up and focused on product, featuring a mix of fashion-forward cable designs and new diamond bar styles. Versatility is shown in the myriad ways the product can be worn: stacked rings, mix-and-match styles, two-tone or monochrome assemblies, and layered diamond bar pendants. The real life, Instagram-style campaign is Alor’s response to an increasingly youthful, dialed-in and modern consumer.
Alor’s president, Ori Zemer, explained: “The impetus for this style of ‘of the moment’ creative direction is to deliver something desirable to our consumers, something that will appeal to their sensibilities and interests, which, in our social media-driven culture, seems to be a focus on real lifestyle and insta-ready looks. In taking the campaign in-house, it allows us to showcase the product as we have designed it to be worn, ensuring the pieces are the star of each image.”
The campaign will debut across various media platforms with a major increase in spending on digital advertising, specifically supporting social media.