Premier Gem•Campaign · Films · Microsite•Concept · Art Direction · DesignPremier Gem•Films + microsite•Concept, AD, Design

DESERT DIAMONDS

A natural diamond is a rare sighting.

An elusive subject. An obsessive photographer. An increasingly questionable hiding place.

A photographer disguised as a lizard watches a woman wearing a diamond ring

The sighting

The insight

The rarer the sighting, the greater the obsession.

The idea

A natural diamond is a rare sighting.

The obsession

Field photographers will go anywhere for one glimpse of the real thing. Anywhere.

A photographer hides inside a saguaro cactus as a woman adjusts her sunglasses, showing a yellow diamond ring — Observer, concealed in saguaro.

A photographer floats in a flamingo pool float, lens aimed at a yellow diamond ring — Observer, afloat.

Print ad: A natural diamond is a rare sighting. Grainy night-vision shot of a woman in a gown, her diamond flaring in a hotel corridor — Night shift.

Also spotted

A photographer hides in a hedge while a woman with a diamond bracelet sits on a desert terrace — Observer, shrubbery.

A man at breakfast watches through binoculars beside a woman wearing a diamond pendant — Observer, brunch.

4:5 social ad: A natural diamond is a rare sighting, the lizard

4:5 social ad: A natural diamond is a rare sighting, the cactus

4:5 social ad: A natural diamond is a rare sighting, the pool float — Recut 4:5 for the feed.

Caught on camera

Field footage. The stakeout, played completely straight.

The Pool

The Binoculars

The Submarine

The expedition

The rarest sightings weren't ours to capture. They were yours.

Rare Sightings, the campaign's microsite, hands the binoculars to everyone else. Natural diamond owners upload a photo of their own ring, name it and log where it was spotted. Each submission earns an official field report, and the best sightings will be featured in the archive and on Instagram.

Rare Sightings homepage: a field desk with binoculars and a note reading Departed on a field expedition to document rare sightings — The researcher has left. The binoculars are yours.

The Recent Sightings archive: numbered field entries for the round, the pear, the oval and the halo, each confirmed — The archive.

Become a Field Reporter: upload your sighting and receive an official field report — Become a field reporter.

Visit Rare Sightings: premiergem.com/rare-sightings →

The rare thing

Some things are worth looking for.

Desert Diamonds · Premier Gem

The sighting

The obsession

Caught on camera

The expedition

The rare thing

Some ideas need a headline. Others need a patent.