Thorned Gaze - Social Media Ad
David Poveda
Project Overview
For HARDROCK JEWELRY, the goal was to create a short, cinematic social media ad for Instagram to showcase its new chain and improve the brand positioning.
The brand draws its primary inspiration from musical genres related to rock and heavy metal, along with their dark atmosphere. This is why "Thorned Gaze" features links with thorns and a pendant in the shape of a rose, an eternal symbol of beauty and pain, which harbors at its center an eye that never closes: a silent witness to the suffering rooted deep within. Yet whoever wears it knows that pain is not a punishment, but a reminder that we are still alive.
The deliverables for this project are:
1 Video
1 Thumbnail
2 Copies
Shot Collection
Thumbnail
Copies
Version 1
For those who understand that pain is not a punishment, but a reminder that we are still alive.
Discover more pieces like this in our website (Link below).
Version 2
Beautiful but painful, that its nature. Silver forged in shadow.
Wear the edge (Link below).
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Posted May 12, 2026
A vertical-format ad designed for HARDROCK JEWELRY social media campaign. The goal is to show its new chain piece and brand positioning.
