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B-Reel puts Empowerment at the Heart of Gemfields Ruby Inspired Stories Campaign

Creative agency B-Reel and B-Reel Films take new approach to luxury brand storytelling in intimate micro-films directed by new talent Leonora Lonsdale.


Creative agency B-Reel & B-Reel Films are behind the latest campaign promoting ruby gemstones for Gemfields, the world's leading producer of responsibly-sourced rare coloured gemstones.

Following on from a hugely successful global campaign featuring Mila Kunis and focusing on Zambian emeralds, Gemfields have now selected to work with a trio of up and coming global talent.  With Mozambican rubies at its core, the campaign is built around three films.  Each contemporary in feeling, staying true to the brand’s fresh and modern approach.

In line with Gemfields belief that there is a story in every gemstone, the films take a new approach to storytelling, each examining a longheld mystical association with rubies; Passion, Protection and Prosperity.

The delicate, yet impactful films each feature a strong female lead from different cultures across the globe. As their lives come to significant emotional moments, the rubies become talismans that signify these events.

In order to ensure the campaign narrative rang true with a new generation of women, B-Reel tailored an all-female creative team specifically for the project.

Ali Alvarez, Creative Director at B-Reel, says: “It’s been great to see so many female-empowered campaigns coming to the fore over the past few years. However, it’s still not seen as often in the luxury brand category as it is elsewhere.


For this campaign we took a modern view on passion, power and prosperity, portraying a modern woman that would resonate around the world. It was key for each of them to have a unique style and charm to highlight the beautiful and diverse character of the ruby gemstone.”

The films are directed by Leonora Lonsdale, who recently signed with B-Reel’s sister company B-Reel Films. The cast includes rising stars and empowering women in their own rights Sophie Cookson, Aditi Rao Hydari and Grace Guozhi.


Commenting on Leonora joining the B-Reel Films roster, Managing Director and Partner Margo Mars comments:  “Leonora graduated from Tisch New York with an impressive portfolio of incredibly mature work. Her style is honest and poetic, but it’s not soft and never without punch. Of course if you’re a female director you will have a different eye or method of working than a male director, but thank goodness the times are changing and it doesn’t mean either are restricted to a specific genre or film style.

We are incredibly proud to be supporting Leonora in this exciting time.”

The films launched with a private screening event in London on Wednesday 22nd June and will feature at screenings and exclusive events and in luxury media in key markets around the world, including the US, India and China.  The films are supported by a fully integrated global print campaign.

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