Talent Unearthed

Client: De Beers Group

To celebrate the impact that natural diamonds have on Botswana and its people, Fortune Brand Studio partnered with De Beers Group to create an uplifting video series highlighting athletes whose strength and resilience shine as brightly as diamonds.

Featuring Olympic champion Letsile Tebogo, Botswana’s first-ever gold medal winner (200m sprint, 2024 Paris); Botswana’s first female professional golfer, Ouname Mhotsha; and rising sibling tennis stars Naledi and Ntungamili Raguin, the series spotlit trailblazers whose success is intertwined with Botswana. We unearthed stories of how natural diamonds have played an integral role in the infrastructure investments in the 60-year-old republic, transforming the nation and creating opportunity for the whole population. The series also draws parallels between a diamond’s journey and the athletes’ dedication. To tell this powerful story, we worked in partnership with De Beers Group—from concepting through launch—to ensure our stories hit the right notes. We also partnered with ex-colleagues from Vice who are part of Brooklyn-based film production company Wavelength Productions. This dream team was involved in concepting, directing, shooting, and editing the series so we could guarantee delivery of the perfect mix of FBS’s elite B2B storytelling alongside Vice-style boots-on-the-ground documentary filmmaking. The trailer teaser video launched on De Beers Group’s organic social handles was the company’s top performer ever, with an engagement rate of 18.9%. Individual posts across the team’s handles exceeded all expectations, with the post announcing launch reaching more than 2.8 million views.