ROLE

CD/Writer

AGENCY

Primary360

VIBES

Sincere & Celebratory

TEAM

CD/Writer: Jess Tardy

ADs: Chuck Seelye & Michael Hinde

ECD: Keith Caruso

CW: Evangeline Condakes

VIDEO: Nick Agri

WORK

TV

Display Ads

UGC Campaign

Print

In-Store

Direct Mail

Catalogue

OOH

Long’s Jewelers needed to connect with customers during a global pandemic when traditional luxury marketing felt tone-deaf. Instead of focusing on on the glitz and glamour, we focused on creating meaningful engagement around what jewelry actually represents—human connection and celebration.

We developed a user-generated content strategy that transformed customers from passive shoppers into active storytellers. The challenge was creating a framework simple enough for anyone to participate in, but powerful enough to generate authentic emotional content.

Our insight was that people don’t buy jewelry—they buy moments and memories. The “Four Word Celebrations” campaign invited users to distill their love stories into bite-sized poetry, tagged with #fourwordcelebrations. This constraint-based approach made participation feel accessible rather than overwhelming, while creating a consistent content format that could scale across all touchpoints.

The response was extraordinary: thousands of submissions like “She laughs at everything," "Seventeen years, still butterflies," "Dancing in the kitchen.” I personally created, music supervised, and voiced anthem videos with editor Nick Agri, and wrote the longform feature article for Long’s annual catalog showcasing our favorite stories. These authentic user stories became the content architecture for everything from the holiday catalog to in-store experiences, transforming Long’s from a traditional retailer into a celebration curator.

The campaign proved that when you give users the right creative framework, they’ll create compelling and quintessentially human content that hits you right in the feels. Dream Team: Chuck Seelye (AD), Keith Caruso (ECD), Michael Hinde (AD), Me, (CD/Writer), Nick Agris (Video) Evangeline Condakes (CW) Work: TV, Digital, UGC Campaign, Print, In-Store, Direct Mail,