Memories

For their second full campaign with Lure, Mint & Lily invited us to capture the warmth, joy, and connection of family. “Memories” follows three generations — Grandma, Mom, and Daughter — as they share everyday moments, birthday celebrations, and milestones. All marked by treasured jewelry that makes life unforgettable. Cinematic, nostalgic, and intimate, the campaign blends polished film with Polaroids and VHS-style footage, bringing each memory to life.
Lure created five unique hero pieces for the campaign, along with an expanded suite of social media assets designed to extend the life of a single production across platforms. By planning for distribution from the outset, we captured a wide range of formats, moments, and story beats — allowing Mint & Lily to scale the campaign across paid, organic, and seasonal touchpoints while maintaining a cohesive visual identity.