Pandora joins Cass Bird to direct remote shoot for the international Voices of Pandora campaign, taking audiences out of staged studios and into the homes of Pandora’s Muses.
Lockdown across the world has forced brands to rethink their approach to marketing campaigns. From digital fashion shows and live streamed music events, to a heightened focus on sustainability and purpose-led initiatives – adapting to the unexpected and finding creative solutions have never been so tested. And this is not just a momentary adjustment, while there were no other options – are these learnings here to stay?
Living in an entirely online world for weeks on end has broken down boundaries between brands, celebrity ambassadors and consumers. Celebrities who are getting it right, and brands working with ambassadors, realise the need to invite consumers into their ‘normal’ life to genuinely resonate with fans, stripping back the perfection and luxury lifestyle often portrayed.
Pandora has used this opportunity to be even more creative and collaborative with its ambassadors and to deepen the connection with their consumers. The global jewelry brand’s latest activation, The Voices of Pandora, transports ambassadors out of the studio and into their homes, as COVID-19 and travel restrictions encouraged the brand to take an entirely different approach to its creative process.
Leading New York fashion photographer Cass Bird directed the shoot via video call as the Pandora Muses shot the content from their homes.