Paspaley and 72andSunny ANZ have launched a new campaign for Paspaley’s new Wild collection. Featuring Australian-American actor Leila George, this launch celebrates the brand’s connection to the raw natural landscapes of the Kimberley – the birthplace of Paspaley pearls.
Helmed by award-winning director and artist Adam Kiers from Playground Films, additional collaborators on the project include acclaimed Tongan-Australian choreographer Sela Vai, double Grammy nominated Nigerian artist Niniola, mixed by Italian /Ghanian DJ producer GuiltyBeatz, with photography by Australian Jake Terrey.
The team spent a week in northern Australia; a place of rugged vistas, vast expanses, and a fair few crocodiles. Inspired by the natural power of the locations, choreographer Sela Vai created an iconic and adventurous free-movement piece for Leila, a trained dancer, which she then made her own, with Leila, the perfect muse to bring the energy and release of Wild to life.
“I’ve actually felt untamed myself, on this shoot. It’s the music playing in this wilderness and the choreographer inspiring me to improvise – that has been totally wild and untamed,” said George. “It felt amazing to be back in Australia shooting this campaign, in this stunning landscape, wearing the most beautiful pearls in the w0rld.”
Paspaley’s latest Wild collection is uniquely Australian and iconically Paspaley.“The Wild collection embodies the exhilaration of nature against your skin, like a swim in the ocean touched by sand, salt and sea, or an afternoon spent roaming free in the wilderness,” explains Paspaley Creative Director, Christine Salter. “But Wild isn’t just a place, it’s a feeling. Wild allows anyone, even the urban wearer, anywhere in the world, to feel connected to nature”.
The campaign is designed to create a brand story, across the entire brand experience, from online film to digital to large scale outdoor and in-store POS. In all, 72and Sunny created 65 assets.
Says Luke Martin, ECD 72andSunny ANZ: “It’s an honour to share this fourth partnership between ourselves and the Paspaley team. We believe that great relationships lead to great work and this is testament to that belief as the collaboration and partnership grows stronger every year.”
Credits
Client: Paspaley Pearls
Creative Agency: 72andSunny ANZ
Production House: Playground Films
Director: Adam Kiers
DP: Boris Vymenets
Choreo: Sela Vai
Stills: Jake Terrey
Editor: Lucas Vazquez
Music: Dig Dig By Niniola ft GuiltyBeatz
Audio: Song Zu
Music Supervisor – Chris Chalmers
