Jewelry ads are boring. Too much gravitas. Not enough levitas.

That's ok in normal times. But during the recession, many of Saks Fifth Avenue's top jewelry vendors needed to move away from an image of serious unattainability.

I developed a campaign for the corridors of Grand Central Station, adding some lighthearted copy to bold jewelry photography.

Unlike other companies that run ads in Grand Central, I developed dozens of different ad lines, providing some variety for commuters who passed by them twice daily.

The gamble paid off, and our jewelry vendors loved the ads so much so that we repeated the concept for two more seasons.