Jared Jewelers embraces change with a bold campaign via agency McKinney that celebrates love and devotion in a world where people of all backgrounds 'Dare To Be Devoted'. Diverse representation is essential part of the campaign, which was edited by Cut+Run’s Sean Fazende and directed by Golden Heart Films’ Ryan Booth.

The spots depict moments where couples are ‘daring to be devoted’ in ways that depart from what might be considered traditional. Roles reversed, reimagined, and reconstructed in moments of celebration both quiet and exuberant: a nightclub engagement; an unexpected moment of surprise in front of strangers; and a couple’s love creating a blended family in a morning campsite proposal.

The fully integrated campaign is the first by creative agency McKinney for Jared since their partnership began earlier this year.