Role: Creative Lead / (serving as Creative Director) [Courtesy of AKQA, 2020]
Responsible for creative direction; leading a team of art directors, copywriters, designers; collaborating with cross functional client business leads to set strategic vision; selecting and directing filmmakers, photographers; managing multiple work streams and production partners.
Insight
Even the world’s biggest changes start small.
Progress often feels like it’s achieved by the trailblazers alone, but all women have the power to effect change. No matter how big or small, one step has the power to pave the way for others. This is the ripple effect.
In their latest jewellery collection, De Beers Forevermark wanted to create a ripple, from product concept to launch experience, to redefine retail.
Product Truth
Like an unstoppable current, the curves of the new Forevermark Avaanti™ Collection sweep around with unyielding momentum. This momentum reflects the ever-evolving, ideal of a woman. Not tied down to norms or expectations. Every day she gathers strength. She is forever a force onwards.
Each piece is shaped like a ripple, symbolising the start of something new, it builds in a wave adorned by a brilliant De Beers Forevermark diamond at its peak.
Idea
Embodying the First Ripple.
Forevermark Avaanti™ is inspired by the impact just one small act can ignite. DeBeers Forevermark and AKQA collaborated to craft each step of the creative journey from product design, naming and the rigorous testing process that followed. Taking its name from the Italian word avanti, which means forward, this sparked a momentum that carried onwards and into the launch.
Launched on International Women’s Day, awareness was harnessed through traditional TVC, social style guides, cinemagraphs, ASMR films, an AR filter, plus a virtual store. Forevermark’s online presence was redefined to delight an immersed audience, ready to shop and unleash their own ripple on the world.
“I’m always looking for new things to conquer.”
Recommendations
Laura Beretti [Creative / Senior Art Director at AKQA] April 2022.
Laura reported directly to Jacqui
Working with Jacqui was an incredible experience and fluid collaboration. She is a people-first, conscious-driven creative lead, with an innate attention to detail. Jacqui has a natural penchant for federating teams and stakeholders she is in contact with, and a creative inspiration all around.
I've had the privilege to collaborate on a significant piece of work with Jacqui as her art director. The way in which she leads, envisions and incarnates the values she pours into her work and ethics, is by no means nothing less than spectacular. Jacqui is magnetic, dedicated, and a passionate presenter, her photography references and cultural knowledge are immaculate, and clients and teams are naturally drawn to her vision.
I highly recommend Jacqui, as a creative lead, a team mate and a colleague too, as impossible is not something she settles with. I hope our paths will cross again in the future.
Maria Soriano de Lassen [Senior Account Manager AKQA] December 2020.
Maria and Jacqui worked on the same team
Jacqui is a brilliant and gifted creative. She is strategically minded and also has the skill and experience to take a concept and execute it with a craftsman’s attention to detail.
Jacqui and I worked together at AKQA, where she was the Creative Lead on the same account where I acted as the Senior Account Manager. During this time, Jacqui crafted a beautiful rebranding that shaped all of our client's touch points, from their website and social media, to their retail stores. Beyond being personally enriched by our time working together, I know she left a stamp of creative professionalism on the project, the clients and the team. Jacqui is warm, passionate and full of energy. I thoroughly enjoyed my time working with Jacqui and am proud to give her my recommendation.
Grant McKenzie [Senior Account Director AKQA] December 2020.
Grant and Jacqui worked on the same team
Jacqui has been an incredible creative force on the projects on which we've worked together and has continuously impacted our clients’ businesses in a MASSIVE way. Jacqui has lead the way in creating
stunning identities for brands, guided UX and UI teams to create visionary websites and art directed shoots to the highest standard and output all while being an all-round advisor and confidant to our clients.
A seamless shop-able experience on IG
Creative Lead: Jacqui J. Free Sze
Strategy Lead: Maria Kivimaa
Art Director: Laura Beretti
Copywriter: Ellen Ling
Account Director: India Kakkar
Producers: Sofia Sallons, Nicola Doring (Octopus)
Hero film director: Vicky Lawton
Lifestyle Photographer: Anya Holdstock
Still Life Photographer: Tais Sirote
“Jacqui makes everyday her masterpiece and inspires the team around her to do the same through her proactive perfectionism across every touch point. She is a very productive, hardworking, broad-minded and forward thinking individual with brilliant interpersonal and presentation skills. Working with Jacqui is a signature of success.
I’m proud to say ‘I worked with Jacqui’. ”