Abbott Lyon

The Challenge

Abbott Lyon approached us with a clear objective: to diversify the lifestyle content featured across their social channels while maintaining a strong adherence to their existing creative direction.

The brief was to develop a series of 10 lifestyle-led Reels that would broaden representation and better reflect their diverse customer base. Each piece of content needed to showcase women of all ages and ethnicities engaging in everyday moments while seamlessly wearing Abbott Lyon jewellery. The goal was to reinforce the brand message that their pieces are designed to be worn effortlessly, all day, every day.

Our approach

We treated the project as a series of 10 mini campaigns, each carefully planned to feel distinct yet cohesive within the broader brand narrative for Abbott Lyon.

This involved sourcing a diverse range of models, selecting appropriate locations, and curating props to support authentic, lifestyle-led storytelling. Each Reel was fully storyboarded in advance, with a clear focus on everyday moments that naturally integrated the jewellery into real-life scenarios.

Production was carried out across multiple days and locations to ensure variety and realism, allowing each piece of content to feel organic rather than staged. A key consideration throughout was avoiding an influencer-led or overtly promotional tone. Instead, we focused on creating content that felt authentic, understated, and creator-led, reflecting genuine lifestyle moments rather than a sales-driven narrative.

The results

The project delivered 10 high-quality, professionally edited Reels alongside a comprehensive bank of social-first assets, all of which were handed over to Abbott Lyon for use across their paid and organic social channels.

The content provided a versatile library of lifestyle-led storytelling, enabling the brand to run targeted advertising campaigns that felt authentic, inclusive, and aligned with their core message of everyday wearability.

This suite of assets has given Abbott Lyon the flexibility to scale content across platforms while maintaining a consistent creative standard, supporting both brand storytelling and performance-led marketing activity.