30 Second TV Commercial | Chalmers Jewelers

Chalmers wanted thirty seconds that felt warm and unmistakably theirs. The thing that actually separates them from every other jeweler is that the work happens in the building, start to finish, so that's what the story got built around. We scripted it, cast it, brought in makeup, and shot on gimbals to keep everything smooth, because jewelry punishes a shaky camera more than almost any other subject. Then the probe lens, which is the part worth pointing at. It gets a camera into spaces a normal lens physically can't reach, so you're watching the making from inside the work instead of over somebody's shoulder. Thirty seconds of that lands like an invitation rather than a pitch, which is a much better place to leave a viewer.

Chalmers Jewelers has been on University Avenue in Middleton since 1992, family started and independently owned. Around twenty people work there, including GIA graduate gemologists and four full-time goldsmiths, and customers can watch their piece get made instead of waiting on something shipped in from elsewhere.