CREATIVE PROJECT MANAGEMENT / CAMPAIGN PRODUCTION / LUXURY BRAND MARKETING
Polacheck’s Holiday Campaign
Fall & Holiday Campaign — First In-House Production
CLIENT
Polacheck’s Jewelers
CAMPAIGN
Fall & Holiday 2025
ROLE
Producer / Director / Set Coordinator
DISTRIBUTION
Paid, Organic, Print, OOH, Magazine
THE BRIEF
Polacheck’s Jewelers has been a fixture in the Los Angeles luxury market for over 70 years. Despite carrying some of the world’s most coveted timepieces and jewelry (Rolex, Patek Philippe, Cartier) the brand had never produced a fully in-house campaign at scale. Seasonal content had historically featured modest price-point pieces and relied on vendor supplied assets. For Fall/Holiday 2025, leadership wanted something different: a campaign built and owned entirely by their team, designed to reflect the full breadth of what Polacheck’s actually carries.
I was tasked with producing that campaign from the ground up: sourcing talent, coordinating the shoot, and ensuring the resulting library of assets could carry through Q4 2025 and into 2026 across paid media, organic content, out-of-home, and the brand’s annual printed magazine.
THE CAMPAIGN LOOKS
The campaign was structured around five distinct visual narratives, each designed to serve a different moment in the fall and holiday shopping arc while showcasing a different tier of inventory.
LOOK #1
Old Money / Take Ivy
Two editorial looks introducing new fall diamond pieces, including bezel-set diamonds, styled through a preppy heritage lens.
LOOK #2
Award Season
Elegant formal looks for gala and awards season, showcasing high-end diamond pieces designed for a black-tie moment.
LOOK #3
Holiday at Polacheck’s
A Bentley. A private manor. Holiday gifting elevated — the gift of extraordinary jewelry, presented as it should be.
LOOK #4
The Grand Complication
An elegant casual feature showcasing Patek Philippe’s Grand Complication, the campaign’s flagship timepiece.
Fall editorial: bezel-set diamond collection
Gala editorial — high diamond pieces
PRODUCTION
The entire production was shot on location at a private manor in Calabasas in one full day. The production team was built around Polacheck’s internal photographers and videographer, supplemented with outside talent including model Isabella Jones, hair and makeup artists, and production assistants.
| Location | Private Manor, Calabasas, CA |
| Talent | Model Isabella Jones |
| Crew | Internal photographers, videographer + contracted HMU and assistants |
| Formats | Digital, video, medium format film |
| Jewelry on Set | $5M+ retail value |
| Production Budget | $20K (incl. 3-month digital rights + magazine usage) |
I shot a selection of medium format analog frames during production to be part of a film photography feature — a deliberate aesthetic choice to distinguish the lookbook and magazine editorial from the campaign’s digital assets, and a nod to the timelessness of what Polacheck’s carries.
“The goal was to shoot jewelry the way it actually lives, as a part of an exceptional lifestyle. Not on a velvet tray. On someone remarkable, in a remarkable place.”
Holiday look: on-location at private manor, Calabasas
Patek Philippe Grand Complication Perpetual Calendar feature
Analog film feature — lookbook & magazine editorial
View this post on InstagramA post shared by Polacheck’s Jewelers | Fine Jewelry and Timepieces (@polachecksjewelers)
Partnered organic content with Patek Philippe
View this post on InstagramA post shared by Polacheck’s Jewelers | Fine Jewelry and Timepieces (@polachecksjewelers)
Organic social campaign content
View this post on InstagramA post shared by Polacheck’s Jewelers | Fine Jewelry and Timepieces (@polachecksjewelers)
Organic social campaign content – Fall Look Book
THE MAGAZINE
The campaign assets fed directly into Polacheck’s annual brand magazine, a yearly printed publication mailed to all existing customers and distributed in-store throughout the holiday season. The 2025 edition featured campaign imagery as its cover, with the editorial shoot carried throughout the issue alongside lifestyle articles, product features, and brand stories.
MAGAZINE CIRCULATION
JEWELRY FEATURED ON SET
CAMPAIGN LOOKS / THEMES
DISTRIBUTION CHANNELS
Polacheck’s Jewelers Magazine (Holiday 2025) 25,000+ circulation
IMPACT & CONCLUSION
The campaign launched in the final weeks of my engagement with Polacheck’s, so hard digital attribution data wasn’t captured before my contract concluded. What I do know: the billboard that ran as part of the campaign drove in store foot traffic specifically requesting the featured pieces, which, for a luxury jeweler, is exactly the kind of signal that matters.
More broadly, the campaign represented a genuine shift in how Polacheck’s presents itself. For the first time in the brand’s 70-year history, the imagery reflected the actual scale of what they offer. The creative assets produced were designed to carry through Q4 2025 and well into 2026, a library built to grow into, not just fill a seasonal slot.