Once upon a time

Our strategy of using fairytales featuring the founder’s granddaughters to showcase both large stone slabs and the family’s personal involvement in the company has, in fact, become an integral part of Cumar’s branding. The copy is minimal and uses words that describe both the story and the stone. Like Cumar itself, these ads are different. People remember them and look forward to the next installment.

cumar red riding hood ad

The fairy tale concept meshes perfectly with the spirit of this family-owned business. It’s all about creativity, family, product, and pushing the boundaries. The models are the latest generation of Cubi’s to be involved in the family business; they inspired us to craft a campaign centered on the dreams of children and the magic of fairytales.

Cumar-ad with mermaid with red hair and shark
cumar ad with maleficent and green smoke with amethyst stone


We’ve worked with portrait and people photographer Stephen Sherman on all the Cumar ad campaigns. He brings to the project a collaborative spirit and an amazing team that includes Chloe Barcelou whose incredible styling and set building brings these fairy tales to life.

cumar behind the scenes for mermaid photoshoot
cumar cinderella ad wtih clock and shoe
cumar malificent set building black and white
cumar antoinette behind the scenes
cumar antoinette pink ad
cumar red riding hood ad







Adams Design
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Boston, MA 02116

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