Jewellery brand Taylor and Hart shoots its latest campaign entirely via FaceTime

The new campaign 'Love is Now' features its customers across the globe, from London to France and New York to Auckland, showcasing their love throughout lockdown. There were no hair and makeup artists, no sets, just a couple and an iPhone.

It's a great example of how Covid-19 has forced brands to think more creatively about the way they approach campaigns in future, particularly as photoshoots have become compromised due to social distancing rules.

To make it happen, Taylor and Hart teamed up with photographer Tim Dunk who had been experimenting with the technique since the start of the pandemic. Tim video called the five couples through FaceTime and directed the shoot virtually, controlling the shutter from his home in Leeds.

The couples were in the comfort of their own homes, which adds to the authenticity of the shots. The new technique allows high-resolution imagery to be captured using the iPhone's back camera and without the photographer and model meeting – a necessity in current times.

Taylor and Hart chose to use their own customers to tell the brand's story through the campaign, each had one of its engagement rings for their special moment. It follows a competition on Instagram where the brand asked entrants to show their Taylor and Hart proposal, with five winning couples chosen and contacted to take part.