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.
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
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.
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.