THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 17th Annual Shorty Awards

Viral Jacob & Co Chameleon Video

Entered in Use of Viral Content

Objectives

Jacob & Co has always been known for pushing the boundaries of luxury, innovation, and storytelling. The goal of the Chameleon Video was to create a visually mesmerizing piece of content that would not only showcase the brand’s exquisite diamond timepieces but also drive engagement, virality, and brand awareness beyond the typical luxury audience.

In a landscape where watch brands typically focus on product close-ups and traditional craftsmanship storytelling, Jacob & Co sought to disrupt the space by blending luxury with an unexpected and engaging element—nature. The idea was to create a moment that was so striking it would organically generate shares, conversations, and high engagement across social platforms. By leveraging the natural ability of a chameleon to change colors and pairing it with the brand’s vibrant gem-set watches, we aimed to capture attention instantly and spark curiosity, ultimately positioning Jacob & Co as a leader in creative luxury marketing.

Strategy and Execution

The strategy revolved around three key elements: an eye-catching visual, a short and universally understandable concept, and a hook that encouraged organic sharing.

Creative Concept & Production

The idea was simple yet incredibly effective: a real chameleon walks across a set, touching three full diamond watches—yellow, green, and red. As it touches each watch, it changes color to match, creating a seamless and magical transformation. This effect was enhanced in post-production to ensure vivid color transitions while maintaining authenticity. The chameleon itself was real, adding an element of natural wonder that captivated viewers.

Execution & Rollout

Challenges & Overcoming Them

A key challenge was ensuring the chameleon’s movements naturally aligned with the watches to create a seamless transition. Patience and multiple takes were required to capture the perfect shot. Additionally, striking the right balance in post-production—enhancing the effect without making it look artificial—was critical. These challenges were overcome through meticulous planning and execution, resulting in a visually stunning and organic piece of content.

Results

The Chameleon Video shattered all previous engagement records for Jacob & Co, securing over 50 million views across platforms, making it the brand’s most viral piece of content to date.

By blending luxury with a touch of nature-driven magic, Jacob & Co successfully created a moment that transcended traditional watch marketing, proving that high-end horology can capture the imagination of a global audience in unexpected ways.

Media

Video for Viral Jacob & Co Chameleon Video

Entrant Company / Organization Name

Jacob & Co

Link

Entry Credits