Developed the creative direction and content strategy for the launch of De Beers ‘Where It Begins‘ global brand campaign featuring Lupita Nyong'o. Shot by Lachlan Bailey on location in the Jordanian desert over five days. Worked as the creative liaison between De Beers, Lupita, and other key stakeholders to develop an immersive 360° campaign that spanned across print, OOH, social, digital, e-commerce, and PR.

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Role: Creative Director
Client: De Beers
Agency: Mazarine
Director/Photographer: Lachlan Bailey