For the most recent Tasaki Fall 2018 Ad Campaign, Creative Director Prabal Gurung has teamed with Magnus Berger and the crew at agency The Last Universe to bring some sparkle to the diamond jewellery retail brand with a distinct Japanese heritage.
Tasaki, part of the De Beers Group, focuses on selling diamonds and pearl jewellery directly to end consumers in Japan, China, Taiwan and Korea making this otherwise direct campaign innovative in one specific arena, the casting. For the past several years we have all been reading about the challenges of diversity in advertising to the Asian market, with models of color often being asked to step out of group photos aimed at the Asian market. A quick survey of campaigns from the last four years directed at Asia and you’ll find very few models of color, and even less (none) in campaigns in aimed at luxury jewelry. So it it with innovative delight for us to discover that Creative Director Prabal Gurung has carried over his stances on diversity and female empowerment to break through the barrier by casting model Liya Kebede, solo, in his latest campaign for the house.
Berger himself directed the short film reflecting the designers approach and filled with plenty of reflection from the New York night.
For this campaign, we really wanted to showcase high jewellery in a modern way- challenging the existing notions of when, why and who wears these pieces. Tasaki takes a couture approach to the design process– their pearls are sustainably sourced on their pearl farm in Nagasaki and each piece is handcrafted in their Atelier. Pieces like this can and should be worn, celebrated, not locked away in a safe reserved only for black tie affairs. To see the collection come to life on Liya, in Brooklyn with incredible views of Manhattan, really makes for a strong visual. She so perfectly embodies the brand’s ideals and represents the women we want to see wearing the collection.
Tasaki Creative Director | Prabal Gurung Agency | The Last Universe Creative Directors | Magnus Berger & Tenzin Wild Film Director | Magnus Berger Photographer | Josh Olins Model | Liya Kebede Stylist | Alex White Location | Brooklyn, NY