Ana de Armas Stars in The Natural Diamond Council's First Ever Celebrity Campaign
Ana de Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out, and she'll soon appear in the upcoming James Bond film, No Time to Die. Ana de Armas also shines throughout this new multipart campaign, which was developed to celebrate the myriad connections with which natural diamonds are worn or exchanged, and to bring awareness to the Natural Diamond Council's "Only Natural Diamonds" online platform. The Natural Diamond Council represents seven of the world's leading diamond producers, all of which must follow the group's ethical codes, with an emphasis on mindful and sustainable mining practices and the support of women and families in diamond-mining communities. The "Only Natural Diamonds" portal serves as a window of discovery into this natural diamond universe.
The campaign—which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans—will be released on September 20, 2020, during the first ever virtual Emmy Awards. Teasers will be dropped in the weeks leading up to the ceremony, and information about the campaign will appear on the NDC's website from September 16, 2020.
Ana de Armas was approached for the project as she radiates with poise and modernity, and she epitomises an ascendant, free-thinking generation. Her elegant, effervescent and easygoing demeanor reflects the next chapter in the history of natural diamonds; a mindset in which the traditional tenets of diamond-wearing and exchanging are dismantled, leaving an open playing field in their place. From a barefoot party in a fragrant vineyard to a tangerine sunset along the Portuguese coast—diamond baguettes catching and diffusing the glowing rays as the sun slides into the horizon—this new attitude is casual, fun, energetic, present, and, most importantly, driven by connection and experience. Whether heading to a reunion with loved ones after months of isolation, seeing your best friend for a glass of wine after a long day, or taking a twilight walk with a partner, each and every moment is its own—and every moment is like no other.