Diamonds Ahead of Fashion’s Biggest Night
Strategy: Position Cartier’s High Jewelry collection at the heartbeat of fashion’s biggest night through storytelling with exclusive, real-time access to the Met Gala celebrity journey.
Creative Approach: To reinforce Cartier’s position as the leading Fine Jewelry and Watch maison, the campaign employed a two-part approach. A teaser film, released one week ahead of the Met Gala, built anticipation around the High Jewelry collection through its journey from the Fifth Avenue Maison to The Carlyle Hotel. On the night of the event, content captured inside The Carlyle spotlighted Cartier Ambassadors, moments before the red carpet, leveraging Vogue’s storytelling and insider access to deliver 22 pieces of content featuring 10 ambassadors—all launched within 48 hours.
Distribution: Vogue.com, TikTok, Meta
The set design draws inspiration from that moment of anticipation, just before the draped curtain rises, nerves and confidence colliding. It parallels the Met Gala red carpet, where the line between backstage and spotlight blurs.
VanityFair.com Coverage: Inside Cartier’s Star-Studded Met Gala 2024 Pre-party
Vogue.com Coverage: Diamonds Ahead of Fashion’s Biggest Night
Photographer/Director: Campbell Addy
Talent: Demi Moore, Dwyane Wade, Emma Chamberlain, Eiza González, Elle Fanning, Jessica Biel, Sebastian Stan and Jon Batiste
