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.
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.
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.
