“Sparkle All The Way”

Creative Agency: Affixxius
Director: David Whayman
Producer: Liam Wadd
DOP: Liam Gummer
Grade:
Account Manager: Lydia Ferrari Kehoe
Executive Producer: James Williams

Creative Development
Casting
Location
Production
Post Production
Music
Sound Design
Graphics
VFX

Our latest festive collaboration sees us partner with iconic high-street jeweller H. Samuel to deliver their 2025 Christmas TV Advert, “Sparkle All The Way.” Conceptualised, produced, and post-produced entirely by Affixxius, this high-end campaign reimagines the traditional Christmas sparkle with a fresh, modern twist on the classic Jingle All The Way.

Shot at Mammoth studios, London, the production combines cinematic visuals, high-energy choreography, and luxurious product storytelling to celebrate the brilliance of H. Samuel’s jewellery range this festive season. Every frame glows with festive glamour, a bold evolution for the brand, capturing both sophistication and playfulness in equal measure.

The film opens in a pristine white studio, where a diverse cast radiate confidence and festive style. As a funky remix of “Jingle All The Way” kicks in, time freezes mid-jump in a breathtaking bullet-time sequence, introducing a world where every moment sparkles with possibility. Seamless transitions, TikTok-inspired edits, and bold typography bring energy and rhythm to the narrative, while showcasing H. Samuel’s watches, rings, necklaces, and bracelets at the heart of the story.
From concept development through to on-set direction, lighting, and high-end post-production, Affixxius handled every element in-house, ensuring creative cohesion from first idea to final cut. The result is a vibrant, premium piece of festive storytelling that celebrates the emotion of gifting and the brilliance of the H. Samuel brand.

Deliverables include a 30-second hero film for TV and social, Socially optimised cutdowns, and a suite of 20 stills capturing both behind-the-scenes moments and hero imagery for campaign rollout across broadcast, digital, and social media channels.
With “Sparkle All The Way,” H. Samuel’s Christmas campaign shines brighter than ever — a joyful reminder that every festive moment deserves to sparkle.