As directed by Ray Dillman of MJZ, "String" uses warmth, wit, emotion, and a grounded visual style to convey the story of a young man's inventive marriage proposal. PrimalScream Music's Creative Director and Executive Producer Nicole Dionne, who produced the track for Zales, collaborated with emerging singer/songwriter Robert Francis on an original romantic ballad entitled "Don't Forget Love". "I knew that Robert was the ideal choice to elicit the emotional overtones of the spot," Dionne recalled. "He is an incredibly talented songwriter and his authentic, acoustic style perfectly captures the raw emotion and longing required to underscore the visuals."
Client: Zales
Spots Title(s): String
First Air Date: 10/13/08
Agency: The Richards Group
Writer: Mike Duckworth
Agency Senior Producer: David Rucker
Art Director: Terence Reynolds
Creative Director: Chris Smith
Production Company: MJZ
Director: Ray Dillman
DP: Pieter Vermeer
EP(s): Jeff Scrutin
Producer: Phillip Ruddy
Editorial: Charlie Uniform Tango
Editor: Jack Waldrip
Editorial EP: Mary Alice Butler
Online Effects: Joey Waldrip
Telecine: Co3
Colorist: Stefan Sonnenfield
Post/Effects: Charlie Tango
VFX/Inferno Artist(s): Joey Waldrip
EP(s): Lola Lott
Music: PrimalScream Music
Executive Music Producer: Nicole Dionne
Producer: Scott Burton
Sound Design: PrimalScream Music
Sound Designer: Scott Burton
Audio Post: Russel Smith
Mixer: Russel Smith