As part of an ongoing ambassador partnership, the ‘Pandora Muses’ – Nathalie Emmanuel, Georgia May Jagger, Halima Aden, Larsen Thompson, Margaret Zhang and Tasya van Ree – were secured by ITB to shoot content for Pandora’s #SomethingAboutYou campaign that included a trip to Pandora’s factory in Thailand as well as content for official AW20 campaign to mark 20 years since the launch of the first Moments Charm Bracelet.
Content from the Pandora Muses trip to Thailand – shot before the lockdown – launched at the beginning of August as a precursor to the launch of the official AW20 campaign to showcase Pandora’s high environmental standards, attention to detail and sustainable jewellery. The Pandora Muses experienced first hand how the company empowers women as well as their craftspeople to learn, grow and thrive sharing their journey with their followers.
More recently, Pandora launched its official AW20 campaign featuring The Pandora Muses to celebrate the 20th year anniversary of their iconic charm bracelet that launched a craze for many years after. The Pandora Muses are captured sharing intimate details of their lives from their hometowns to their hobbies to celebrate individual self-expression – key traits of the bracelet.
Originally planned to be shot with a professional team IRL, Pandora pivoted the production to be shot remotely by the Pandora Muses themselves in light of the changing landscape and worldwide travel restrictions since corona. ITB worked alongside Pandora’s production team to coordinate logistics with the six Muses, all who shot both videos and still image content in their respective hometowns using just an iPhone. For the portrait stills, Pandora enlisted Photographer and Director Cass Bird to direct the shoots with each of the Muses remotely via a Zoom video call. The self-shot campaign allowed Pandora to digitally unite their ambassadors at a time when travel was not possible, whilst fully allowing for talent input and creativity to create an authentic narrative.