‹ Press Releases

Shane Co.'s ‘Big Night' Video
Signals Big Push for Fine Fashion Jewelry

Bold creative showcases dazzling styles, captures big-city excitement

DENVER, COLORADO – [September 18, 2015] – Shane Co., the largest family-owned jeweler in the United States, today released "Big Night," a brand-new video that features a wide array of the company's diamond and gold fashion pieces. The spot, which features a woman getting ready for a big night in the city, is being released as part of Shane Co.'s pre-holiday campaign and will be shared across multiple media platforms.

Filmed on location in Denver, "Big Night" tells a story conveying the anticipation of a special occasion while utilizing striking jewelry videography. The video concludes with the hashtag #ShaneCoChic, an integral piece of Shane Co.'s social media campaign in the fashion jewelry category.

"We see our star getting ready for an important event and just exuding confidence," said Shane Co. Chief Marketing Officer Steven Schreibman. "We flash back to her love of jewelry as a child and see what a fashionable woman she's become, which is an intriguing way of illustrating both the beauty of Shane Co.'s fine jewelry and the way it accentuates that confidence."

The creative team for "Big Night" includes Steve Coppola, creative director; Julie Labuszewski, concept and copy; Kevin Powell, director; Brian Taylor, video editor and camera operator; Trent Posey, camera operator; Suzanne Pacheco, Michael Hayes and Jessie Turcotte, art directors; and Kaitlyn Whyte, assistant producer.