“EVEN THEN”
“EVEN THEN” is a narrative jewelry spec commercial. Mixing abstract imagery with emotional tone, it taps into romantic nostalgia and positions the jewelry as a portal into memory and connection.
CREATOR, DIRECTOR, PRODUCER
SADIE TUCKER:
CONCEPT & CREATIVE INTENTION
Even Then began from a visual world, a dreamlike world. There were some shots in my mind that I knew I wanted to capture, and my creative process of choosing the product came from choosing what could lend itself cohesively into this imagery I'd already envisioned. I quickly realized jewelry would be the perfect fit. I wanted it to act as a symbol of memory and commitment. This commercial is meant to remind you of the feelings you had at first. And to display abstract imagery as this dream world is where husband and wife are transported to upon their first meeting.
PRODUCTION
PROCESS
After I sat on this concept for some time, I decided to pull the trigger on Even Then in December of 2025.
Creating a storyboard made it feel real. Creating a shot list with my DP made it feel executable. I worked closely with Boston (my amazing art director) to bring the dream world to life through art direction and stage building.
By the time we shot for two days in mid-April of 2026, my crew and talent was stacked beyond what I could have asked for or imagined. 
cast & crew
Alex Rivera - Grip
Angie Cottone - HMU
Bernadette Tournoux - "wife"
Boston Dang - Art Director
Cayne Tucker - DP
Daniel Moreno - Art Dept PA
Dillon Deaton - Grip
Emily Lyons Wood - BTS Photographer
Eric Halili - Executive Producer
Grant Nicholls - 2nd AC
Ian Lee - On Set VFX
Jacob McCall - EditorJazzlyn Victor - Producer
Kyle Riggs - Voice of husband
Mackensie McDonough - Set PA
Magie McGee - HMU
Maurice Victor - Producer
Morgan Edwards - Set PA
Owen Stafford - Grip
Rolan Doherr - 1st AD
Sadie Tucker - Director
Tori Cordova - 1st AC
Will Morris - Gaffer
Zander Mcpherson - "husband"
