EHL & Co. created this New Year campaign to capture what a peaceful transition into the new year feels like, through warm, organic colors, props, and editing. The campaign introduced a new video format showcasing JIA JIA's beaded birthstone styles, with moody lighting that feels luxe while still highlighting the details of each piece. Stones and flowers draped in jewelry tie back to JIA JIA's brand pillar of nature, presenting the pieces in a way that feels memorable, eye-catching, and on-brand.