The OURA Pawn Shop

We built a one of a kind experience for the launch of the new OURA ring 5: The OURA Pawn Shop.

To launch the new OURA Ring 5, we brought the OURA Pawn Shop to life in the heart of SoHo, bringing the grit and personality of New York’s iconic Diamond District to the tech world.
In partnership with NYC jewelry internet personality Moses the Jeweler, we created a one-of-a-kind pop-up where guests could go head-to-head with Moses in his signature coin flip for a chance to win the newest OURA Ring.
We had lines around the block, we completely sold out of rings, and we made some killer content.

Fabrication & Experiential Partners: Matte Projects & Dollhouse
Videos Shot by: Sam Sulam
Stills shot by: Michael Stone

I loved this project. My favorite part of working on this was the shoot we put together to tease the event. Made for New York, by New Yorkers. We got super scrappy, shot it in the diamond district with one of my favorite NY directors: Sam Sulam, cast the realest of the real people from all 5 boros. Moses’ team was a blast to work with, 10/10 would do it again.