The Concierge Agency has delivered a brand campaign for Gem’s Sport range, the brand’s first unisex collection.
The brief was to build meaningful awareness with a male audience while protecting the female-led community Gem has cultivated. The Concierge Agency’s answer was a reframe: deodorant is not a utility. It is a ritual.
The campaign ‘Made To Move You.’ platform was built at the intersection of performance and prestige to position Gem Sport as a product people actively choose to wear.
Produced across a two-day studio shoot directed and photographed by Jesse-Leigh Elford, the campaign delivered more than 10 videos and 35 stills across hero film, motion, and standalone assets. The visual language drew equally from sport editorial and prestige beauty.
Creative direction and full production was led by The Concierge Agency, with Co-Creative Directors and Producers, Danielle Williams and Renee Tappenden, shaping the campaign world from concept through to delivery. Harry Hayes created the original sound design.
“It’s rare to find an agency that truly speaks your brand language. From the biggest creative moments to the smallest details, TCA brought an incredible level of care, creativity and thoughtfulness to every part of this campaign. Nothing was ever too hard, and the team felt like a genuine extension of our own,” said Gem head of brand and content Daisy James
The final content suite is built to carry across digital, social, and retail.
