Jewelry TVC Project: Chameleon Collection by MW Jewelry
MW Jewelry (MWJ) chose Right Media to produce a TV commercial for its "Chameleon" collection. The collection is inspired by the chameleon, which changes color according to its environment, much like the modern woman who always fulfills her role whether at home, at work, or at events. From design and craftsmanship to filming and editing, the collection is a 100% made-in-Vietnam product, and the TV commercial accurately recounts that handcrafted journey.
Watch the project video here: TVC MW Jewelry | MWJ x Right Media
Project information
| Client | MW Jewelry (MWJ) |
|---|---|
| Product | The "Chameleon" jewelry collection |
| Service | Product TVC |
| Duration | 2 minutes 27 seconds |
Customer requirements
With high-end jewelry, buyers care about the craftsmanship involved in making the item, not just the finished product. MWJ wanted the TV commercial to showcase each step in the creation of the Chameleon collection in Vietnam, in line with the brand's message of "100% Made in Vietnam".
However, the TV commercial still needs to maintain the luxurious feel of a jewelry brand and shouldn't look like a production process video.
Right Media's solution for jewelry TV commercials.
The TV commercial was filmed in a dark studio with a turquoise backdrop, matching MWJ's brand color. In the video, the light only shines on the craftsman's hands and the jewelry, while the rest is shrouded in shadow, so the crafting scene retains its elegant feel.
1. Start with the drawing.
The TV commercial opens with the designer, dressed in a suit, sketching designs on paper and coloring each detail with a small brush. The scene of ink smudging in water suggests the collection's "chameleon-like" color-changing effect.
Filming the process of sketching jewelry designs on paper.
2. Each stage is handcrafted.
The central section features close-ups of the artisan's hands: filing, grinding, polishing, assembling small details with tweezers, attaching stones, working with red wax, and examining details under a microscope. Thanks to the close-ups, viewers can see a level of meticulousness that is difficult to perceive with the naked eye.
3. The finished product and the wearer
The TV commercial concludes with finished pendant designs displayed on a black pedestal, on a turquoise bust, and finally, a female model selecting jewelry, embodying the image of the modern woman that the collection aims to portray.
What story should a jewelry TV commercial tell?
Jewelry buyers want to know how and where the piece was made. Therefore, the Chameleon TV commercial tells the story of the craftsmanship and origins through four layers of information:
- Idea – inspired by the chameleon's color-changing abilities and the image of a woman taking on multiple roles.
- Design – A meticulously colored, hand-drawn sketch.
- Craftsmanship – Close-up shots of the manual processes.
- finished product – A piece of jewelry worn by the person, bearing the message 100% made in Vietnam.
Setting up a studio for the Chameleon collection TV commercial.
Results achieved
MWJ has a nearly two-and-a-half-minute TV commercial for its Chameleon collection. The video covers the entire process, from concept and design to crafting and finished product, with minimalist imagery. The video description is bilingual (Vietnamese-English), making it suitable for both domestic and international customers.
Businesses looking to advertise their products can refer to this information. TV commercial production services by Right Media, see more TVC projects or project Video launching the Levalens lens product..
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
