Fana Jewelry

Over the past year, Fana has been shifting to establish its brand as a New York brand embodying what it means to be 'American Cool'—a blend of effortless sophistication within an urban grit. With three new collections on the horizon, the challenge became clear: How do we elevate this vision into a full media campaign that not only positions Fana firmly within this space but also disrupts the luxury market? Leading the creative direction, I guided a team of 20+ creatives to build a campaign that embodies the bold, magnetic energy of New York, creating a powerful brand moment designed to captivate and resonate.