Modernista! Woos Hearts on Fire

BOSTON Modernista! said it has been chosen to undertake a multimedia campaign for Hearts on Fire, a global diamond brand.

Work from the Boston-based independent is set to launch this fall and will include TV, print and radio executions, as well as a Web site redesign.

The client spent $15 million on ads last year, the agency said.

Both the agency’s Boston and Amsterdam, the Netherlands, offices will contribute to the effort.

“The opportunity to work with Hearts on Fire is particularly exciting as they are an ambitious brand in a highly desirable category,” said shop president Clift Jones. “And our business interests are completely aligned as we continue to grow our global footprint.”

Boston-based Hearts on Fire is best known as the creator of “The World’s Most Perfectly Cut Diamond.” The company works with 600 retailers in more than 30 countries.

The client had previously worked with Mechanica in Newburyport, Mass.

Modernista! also works on General Motors’ Cadillac and Hummer, along with TIAA-Cref and Product (Red), among others. It employs about 150 staffers and expanded into Holland last year.