Story “Gets the Moment Right” with Ritani
NY/SEATTLE-based agency Story has created new work for Ritani online jewelers, also NY and Seattle-based. In the two spots, Story takes a different approach than what consumers might expect from a diamond retail store. Instead of the usual, idyllic (and oftentimes cliche) engagement moments, Story gives the viewer a better reason to “engage” with Ritani.
Story partnered with director Ariel Fisher of Anthem Films to create the spots. Shot in POV-style, we see the all-to-familiar and relatable moments men experience before they get engaged. It’s daunting, as everybody always seems to have unsolicited advice they need to share. The message comes through that Ritani gives you the guidance, tools, and piece-of-mind you need to be your own “diamond” guy and create a custom ring for your one-of-a-kind girl.