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Out-of-home posters 118.5 × 175 cm
About the Project
Niessing is a long-established jewelry brand for which I developed a conceptual campaign project. The task was initiated by the brand in collaboration with the Communication Design program at AMD, with the goal of reaching a younger audience. Designed to speak to young men ready for commitment, the campaign uses emotional imagery and the power of a smile to celebrate lasting love and position Niessing as the next step when nothing is missing.
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Campaign visuals created with artificial intelligence
Celebration of Happiness
Among younger audiences, especially men aged 25 to 35, the brand is still relatively unknown. This campaign aims to change that by speaking directly to this target group at a decisive emotional moment: the decision to propose.
The campaign claim “Niessing. When Nothing Is Missing.” reflects both the emotional quality of a relationship and the promise of quality that comes with the product. It links emotional completeness with the act of proposing and strengthens the brand’s relevance at a key life moment.
Emotion is at the heart of the campaign. Real, diverse couples are shown in genuine, intimate moments. Their smiles are not posed but spontaneous, capturing the joy of being in love and the beauty of connection. The visual language is warm, emotional, and open, creating closeness and identification. This breaks with the typical luxury aesthetic and makes the brand more approachable to a younger audience.
Designing Emotion
The campaign uses a visual language that is emotional, honest, and contemporary. Photography and video formats focus on real couples, often in everyday environments, captured in moments of happiness and connection. The recurring motif is the smile, symbolizing joy in love and confidence in the relationship.
Diverse casting and imperfect beauty create a natural look that reflects authenticity rather than idealized luxury. This makes the imagery feel immediate and relatable. The campaign consciously avoids polished perfection and instead embraces emotion and individuality.
The messaging supports this tone through poetic, emotionally charged phrases such as “Because her smile is your forever inspiration” and “Creating memories as beautiful as her smile.” These lines highlight the personal meaning behind each engagement and place the focus on shared happiness rather than just the product itself.
Across all channels including social media, posters, video, and in-store materials, the campaign builds a consistent and inviting world. Niessing is presented not just as a provider of jewelry, but as a part of one of life’s most meaningful steps. The brand becomes a companion in love and commitment, framed by sincerity, quality, and emotional depth.
