The Natural Diamond Council (NDC) has launched its first ever celebrity campaign, starring actress Ana de Armas who recently received a Golden Globe nomination for her role in Knives Out, and will soon appear in the upcoming James Bond film, No Time to Die.
The hero spot in the “For Moments Like No Other” campaign–which debuted during this past Sunday’s first ever virtual Emmy Awards–was directed by Manu Cossu via production house Iconoclast and shot in coastal Portugal by DP Hoyte van Hoytema for the Jane Smith Agency.
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Credits
Client Natural Diamond Council Agency Jane Smith Agency Alisha Goldstein, founder, CEO, chief creative officer; Helaina Buzzeo, executive producer, head of production; Alexandra Hehlen, art director. Production Company Iconoclast Manu Cossu, director; Hoyte van Hoytema, DP; Charles-Marie Anthonoioz, exec producer/managing director; Valerie Romer, exec producer; Hera King, producer. Production Services 24/7 Silvia Reis, exec producer; Lole Ramirez, producer.
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
