SYDProduction team
PERThe Diamond Club
GemIQ Elite Kit Max · Video Production Case Study
Elite Kit Max.
Shot in Perth.
Built to sell everywhere.
Swipe the films · each cut plays as it enters
SYD → PERCoast-to-coast production
4KVertical campaign masters
06Delivered reel files
01Connected product story
The campaign premiere
Six films. One product impossible to overlook.
The result is not a technical demonstration pretending to be an ad. It is a campaign library built around the real tension jewellery businesses face: too much time, too many tools and product content that still fails to show the detail customers need to trust what they see.
The assignment
A global jewellery technology brand needed a real jeweller, a real showroom and a production team willing to cross the country.
GemIQ engaged AIIMS Group to create a pack of video advertisements for Elite Kit Max—its complete jewellery photography and content system.
The setting mattered. Elite Kit Max is not an abstract piece of technology. It is designed for working jewellers who need to move from a physical product to sell-ready photographs, video and 360° content without rebuilding a studio every time. The campaign needed to show that transformation where it actually happens.
AIIMS flew its video and photography team from Sydney to Perth and produced on location at The Diamond Club in Joondalup. The showroom, workshop, jewellery, makers and product became one story: established craft meeting a faster way to capture, present and sell.
From creative development and location planning to production, directing, cinematography, sound and post-production, the work was built for advertising from the start. Every cut had to earn attention quickly, explain something useful and leave the product feeling premium.
High demand has no postcode. Neither do we.
AIIMS production teams fly nationally or internationally every monthThe Perth location
The Diamond Club.
Craft since 1983.
A family-owned Joondalup jeweller gave the campaign what a studio could not manufacture: real craft, real jewellery and the credibility of a business that understands how detail becomes value.
01
Real working environment
The product was filmed where jewellery is selected, handled, examined and presented—not against an anonymous set.
02
Natural and lab-grown jewellery
The location serves customers across certified diamonds, gemstones, custom design, repairs and valuations.
03
Craft meets commerce
The campaign connects the jeweller’s traditional eye for detail with a modern system designed to turn that detail into digital content.
04
Perth, not a substitute for Perth
When the right people and setting were in Western Australia, AIIMS moved the production there.
The product
Everything. Bigger. In one kit.
Elite Kit Max combines the GemLightbox Max studio, GemCam Pro camera, Eclipse turntable and GemClip into one connected jewellery-content workflow. The campaign’s job was to turn those components into one clear commercial idea: plug in, capture and move towards the storefront.
Move to inspect the system
GemLightbox Max
Room for larger pieces, open-lid flexibility, shadowless presentation and the lighting environment at the centre of the system.
GemCam Pro
Up to 4K Ultra High-Definition capture designed to reveal jewellery detail and support true-to-product presentation.
Eclipse turntable
Customisable angle control, including full 360° rotation, for dramatic motion and more complete product views.
GemClip
Purpose-built support that holds jewellery steady so the system can concentrate on clarity, consistency and detail.
Why the creative works
The films make a sophisticated system feel simple without making it feel small.
Product advertising fails when it chooses between beauty and explanation. GemIQ needed both in the same frame.
The Elite Kit Max carries several connected ideas: controlled lighting, high-resolution capture, jewellery support, 360° movement, background removal and a faster path towards usable content. Present those ideas as a technical inventory and the audience has to do too much work. Present only the finished jewellery and the audience may never understand what changed.
The Perth films create a visual bridge. They begin inside the working reality of a jeweller—handling pieces, preparing products, capturing images and moving content towards a storefront. That gives every product moment a reason to exist. The system is not shown because it looks impressive. It is shown solving a recognisable task.
Vertical framing was also a commercial decision. The campaign was built to occupy the full mobile screen, place hands and jewellery close to the viewer, and keep demonstrations legible without asking the audience to rotate a device or inspect a small horizontal frame. Hooks arrive quickly, but the edits still leave enough time for craftsmanship and detail to register.
The result is a balance of traditional jewellery values and modern selling infrastructure. The Diamond Club contributes history, human judgment and physical craft. GemIQ contributes repeatable capture technology. AIIMS connects the two through a campaign language designed for attention.
That is the deeper value of producing on location. The films do not simply claim that Elite Kit Max belongs in a jewellery business. The environment demonstrates that it does.
The production system
We did not fly to Perth to collect footage. We went to build ads.
Start with the sales friction
Time, complexity and inconsistent output gave the campaign a human problem to solve—not merely a list of product specifications.
Put the system in real hands
Jewellery, tools, screens and people show the workflow in action and make the promise easier to believe.
Capture for vertical attention
Every frame was composed for modern mobile placements, with clean demonstrations, sharp detail and hooks that arrive quickly.
Edit as a campaign library
Multiple films create room to test different problems, moments, product features and customer motivations.
Connect production to distribution
Because AIIMS works across creative, media, social and web, the production is shaped around where the content must perform after the shoot.
GemIQ product filmElite Kit Max · Full product experience
The result
A technical product made immediate.
The finished films make the system easier to understand without making the brand feel basic.
They show the before, the process and the commercial possibility—while preserving the polish expected in jewellery.
That is what video advertising should do: reduce explanation, build desire and give performance teams creative worth distributing.
Frequently asked questions
Interstate production, without compromise.
Does AIIMS Group provide interstate video production in Australia?+
Yes. AIIMS Group deploys video, photography and content-production teams across Australia. This project involved flying the Sydney production team to Perth to film GemIQ Elite Kit Max at The Diamond Club in Joondalup.
What was produced for GemIQ Elite Kit Max?+
AIIMS produced a pack of vertical video advertisements showing the product, the jewellery workflow and the value of moving from manual content creation to one connected system. The supplied campaign includes six delivered reel files.
Why was The Diamond Club selected as the location?+
The Diamond Club provided an authentic working jewellery environment in Perth. Its showroom, jewellery, people and established craft gave the product demonstration commercial credibility that a generic studio could not replicate.
What is included in Elite Kit Max?+
GemIQ presents Elite Kit Max as a connected system combining GemLightbox Max, GemCam Pro, the Eclipse turntable and GemClip. It supports photos, video and 360° views, with AI-powered background removal through the GemIQ workflow.
Can AIIMS produce the ads as well as film them?+
Yes. AIIMS Group connects creative strategy, production, editing, social media, paid advertising and web delivery. The goal is to produce content for real campaign placements rather than handing over one isolated master film.
Sydney. Perth. Anywhere the right story lives.
Your next campaign should not be limited by a postcode.
AIIMS Group · Video & Photography Production1300 397 603Sydney · Australia-wide · International