John Hardy

Made for Legends

MADE FOR LEGENDS MADE FOR LEGENDS

MADE FOR LEGENDS MADE FOR LEGENDS

JEWELRY AS A FORCE FOR LEGENDARY EMPOWERMENT

Rooted in Balinese heritage, John Hardy’s new platform “Made For Legends” flipped the switch on the traditional jewelry model.

MATTE’s strategy and creative direction 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 is intended to be arresting and powerful just like the inner “warrior” of every woman who wears the pieces.

“Photographing these women was an awe-inspiring experience. Not only does this campaign celebrate their individuality, it also showcases the duality of feminine strength and vulnerability they possess. In the photos, as in life, they are armed by John Hardy to take on the world.” – Luigi and Iango

“A LEGACY IS A STORY. IT’S MORE THAN WHAT YOU’VE ACCOMPLISHED. JEWELRY TELLS A STORY. IT’S VERY PERSONAL.” – JULIANNE MOORE

“JEWELRY FEELS LIKE IT’S GOT SOME SOUL. IT’S NOT AFRAID TO BE DIFFERENT. IT’S LEGENDARY.” – ADWOA ABOAH

MADE FOR LEGENDS II MADE FOR LEGENDS II

MADE FOR LEGENDS II MADE FOR LEGENDS II

In a second iteration of the powerful platform, MATTE was asked again to execute not only major campaign content, but also a holistic digital strategy. We joined forces again for a campaign reboot. Updated creative direction and fresh talent included photography by Josh Olins.

MADE FOR LEGENDS III MADE FOR LEGENDS III

MADE FOR LEGENDS III MADE FOR LEGENDS III

The campaign’s third rendition enlists Penélope Cruz as a brand ambassador. A contemporary shift from the warrior-like poses of the debut platform, Cruz exudes a relaxed inner strength with power behind her eyes.

OVER 2.2 BILLION IMPRESSIONS

200{4dc36bb13fa78fc9c89b34bbd6f6f6865b762ae037a19a69b5d3aa083eab1a89} INCREASE IN SOCIAL FOLLOWING

145{4dc36bb13fa78fc9c89b34bbd6f6f6865b762ae037a19a69b5d3aa083eab1a89} INCREASE IN SALES

FALL ’19 FALL ’19

FALL ’19 FALL ’19

Penélope Cruz and Adwoa Aboah continue to headline the initiative, inspiring people to boldly assert their individuality through jewelry. Shot by Josh Olins, their magnetic yet grounded spirits are adorned in John Hardy’s new Lahar collection, signature Classic Chain, and its evolution: the new Tiga Classic Chain.

Credits
Josh Olins, Photographer
Luigi Murenu, Photographer
Iango Henzi, Photographer
Pierre Delebois, Creative Director
Catrina Chang, Account Lead
Dani Cubillos, Project Manager 
Jeff Broadway, Producer
Ben Swanson-Ralph, Editor
Mary Perrino, Colorist 
Derek Fearon, BTS Director 
Serhiy Protsenko, VFX Artist
Kathy Collins, Post Producer
Matthew Cherchio, Production Manager
Erin Boyle, Production Coordinator
Yeweng Wong, Art Director 
Gozde Eker, Set Decorator

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