Evolving an Iconic Love Brand

The Challenge
KAY Jewelers has defined American romance for over a century through its iconic line, “Every Kiss Begins with KAY.” The opportunity was to evolve this legacy platform to reflect how modern love shows up today.

The Approach
We reframed romance as collaborative, expressive, and built through everyday moments — not just milestone events. Featuring real couples and diverse relationship dynamics, the campaign introduced a more personal, contemporary lens while honoring the brand’s heritage.

My Role
Creative Director, Art. Led visual direction across national broadcast, social, and modular content systems.

 

  • +National broadcast campaign

    +Social content

    +Modular content library

    +Cross-platform digital executions

  • Agency: Zimmerman
    Group Creative Director: Alison Brown
    Creative Director: Biba von Speyr
    Creative Director: Rachel Migliore
    Associate Creative Director: Maria Silva
    Director: Mark Ziebert
    Social Director: Danny Feder
    Photographer: Mark Clennon