Rooted in Balinese heritage, John Hardy’s platform “Made For Legends” flipped the switch on the traditional jewelry model. We collaborated with agency MATTE Projects on strategy and creative direction for this campaign, and together, we established the jewelry brand as a force for female empowerment – celebrating everyday strength, power and unapologetic self-expression that lies within every woman. Starring modern-day legends Julianne Moore and Adwoa Aboah, the campaign was an open invitation to create your own legend. Lensed by Luigi Murenu & Iango Henzi and inspired by the spirit of John and Cynthia Hardy, the campaign’s imagery was intended to be arresting and powerful just like the inner “warrior” of every woman who wears the John Hardy jewelry. This campaign was the first of the trilogy that followed in its footsteps, and it paved the way for the styling and overall look & feel of the brand going forward. This was a full 360 global campaign including ecommerce, video, PR, print, OOH, social and paid media components, and appeared in all major fashion and beauty publications including Vogue, InStyle and Harper’s Bazaar.
Photography: Luigi Murenu and Iango Henzi
Film Director: Brett Kincaid, MATTE Projects
Creative Director: Jas Rewkiewicz, MATTE Projects
VP Global Creative Services: Maggie Zavolinsky, John Hardy
Senior Art Director: Laura Teicher, John Hardy
Art Director: Julien Lazaro, MATTE Projects
Stylist: Julia Von Boehm
Make-up Artist: Gucci Westman
Hair Artist: Luigi Murenu
Still Life Photography: Stephen Lewis
Music: Dan Teicher
