PANDORA : 2023 - 2025
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In my most recent work with Baron & Baron, I lead the creative team that set out to reshape the largest jewelry brand in the world. By re-contextualizing Pandora's equity and evolving its execution, we focused on every touchpoint of the brand to sharpen and elevate its presentation with the goal to change consumer perception from a brand loved for its iconic charm bracelets, but that consumers felt they've outgrown, to a full jewelry brand with love at its core. Re-articulating the values of the brand, we established BE LOVE as Pandora's brand platform and developed consistent codes of distinction, resulting in measurable growth in sales and driving a shift in consumer perception that grew season after season. Igniting excitement in brand loyalists and welcoming in a new class of customers and creative collaborators.
NOTE : I LEAD THE CREATIVE TEAM AFTER THE WORK ON THE DIAMONDS CAMPAIGN.
IT'S INCLUDE IN THE EDIT ABOVE TO GIVE A FULL PICTURE OF THE BRAND RESHAPE
BE LOVE : BRAND CAMPAIGN 2025
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For the second installment of the BE LOVE campaign, we introduced an unexpected cast of faces—featuring Winona Ryder, Iman and celebrated models Vittoria Ceretti, Karen Elson, He Cong and Ugbad Abdi, amongst others—and invited each to give their own interpretation on what it means to BE LOVE, each telling their own story of the transformational power of small acts of love. For Mothers Day, we touched the heart of viewers with TV spots featuring children speaking about the ultimate gift and flipped the script on our ensemble cast to muse about their personal connection with motherly love, resulting in a heart-lead 360 campaign for the entire year. Portrait photography by Craig McDean, product photography by Raymond Meier, and film directed by Fabien Baron.
BE LOVE : BRAND CAMPAIGN 2024
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For the introduction of the BE LOVE brand platform, we cast Chloe and Halle Bailey to lead an ensemble cast to show that love is more than a day on the calendar or a feeling, its a way of being — something one does, lives, embodies and embraces. Partnering with the campaign's stars to re-record the iconic BeeGees track, we created an instantly memorable TV spot that signaled a shift in the brand to audiences across the globe. Film Directed by Sophia Nahli Allison in collaboration with Melina Matsoukas, portrait photography by Craig McDean and product photography by Raymond Meier.
BE LOVE : HOLIDAY CAMPAIGN 2024
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Extending the BE LOVE campaign into the Holiday and Valentines Day season, Halle and Chloe return to cover the iconic Jackie Wilson song. With an ensemble cast including Pandora brand ambassador Pamela Anderson and model Agyness Deyn, the joyful campaign encouraged viewers to think beyond holiday gifting as a transaction, but a transformative way to express meaningful love and foster moments of shared connection and togetherness. In the film directed by Cara Striker we create a surreal and playful world Infused with Brand codes — including the introduction of the new more distinctive Pandora Pink. With portrait photography by Craig McDean and product photography by Raymond Meier we reinforce consistency to make the campaign instantly recognizable, resulting in unaided awareness in the brand as the top-of-mind gifting destination and driving increased sales during the company's key consumption periods.
