NEW YORK — The Diamond Producers Association’s Real is a Diamond platform partnered with The NBCU Content Studio on new custom video content launching during the live on-air and digital broadcast of the 2018 Winter Olympics in Pyeongchang, South Korea.
“The Making of a Gem” video shorts were developed to showcase the similarities between the unique journey of an athlete on the rise and a diamond, according to a press release. Three videos were created through the perspectives of a snowboarder, an ice skating duo and a women’s ice hockey team “to demonstrate the natural forces and elements that forge both diamond and competitor.”
“The breadth of common themes was surprisingly rich, and made for seamless and layered storytelling,” said Deborah Marquardt, chief marketing officer for the Diamond Producers Association. “Like diamonds, the immense pressure and the deep inner forces competitors must endure in order to grow strong, find their edge and ultimately shine is an ideal narrative to explore during our most cherished and meaningful celebration of sport and human connection”.
Stylist Tanya Dukes chose the featured jewelry, explaining, “In each film, we styled the athletes in realistic, current diamond jewelry that they’d actually wear, including some of their own pieces. The jewelry was an authentic part of their personal style.”
She sourced pieces from a range of diamond jewelry designers including Sydney Evan, Jade Trau, Ritani, Sethi Couture, Barbela, Hearts on Fire and Forevermark.
“Having a partner like Real is a Diamond enabled us to develop these unique stories, connect with an exciting cultural moment, and bring diamonds to audiences in contextually relevant environments both on and off the NBCU portfolio,” said Wendy Wildfeuer, senior vice president, NBCU Content Studio.
“The Making of a Gem” series launched across NBCUniversal’s digital and social platforms on Febr. 5 and was set to begin airing on the linear networks on Feb. 10. The films will be distributed through NBCUniversal’s portfolio-wide platform across social, video programming and the company’s strategic partnerships with Apple News and Vox Media. Videos and supplemental content will also run on Real is a Diamond-owned and operated channels, as well as in cinema.