John Hardy Launches New "Made For Legends" Campaign Featuring Julianne Moore and Adwoa Aboah
Brand Transforms Wearing Jewelry into Symbol of Strength and Achievement through New Made For Legends Platform
NEW YORK, Oct. 17, 2017 /PRNewswire/ -- Artisan handcrafted jewelry brand John Hardy, founded in Bali in 1975, debuts Made for Legends, a new creative platform celebrating the personal power of femininity through the bold philosophy of wearing jewelry to express, to empower, and most of all, to honor the unstoppable potential of the self.
Redefining what it means to be a legend, John Hardy connects the individual to the myth, mastery, and achievement of artistry. Building on the dynamic, pioneering legacy of Cynthia Hardy—adventurer, muse, and wife to founder John Hardy—women everywhere are invited to create their own legend through the art of wearing dramatic, powerful, and inspiring one-of-a-kind pieces handcrafted by Balinese artisans at the Ubud workshop using techniques passed down from generations of Master Artisans.
Pushing beyond the traditional convention of women being gifted jewelry by men, friends, and family, John Hardy's Made For Legends platform calls on women to also acquire their own pieces as a means to strengthen spirit and bolster courage. Every piece celebrates achievement and demonstrates the power of personal expression.
Perfect in its imperfection, John Hardy jewelry is as distinctive as the women who wear it. In the campaign, developed with New York agency MATTE Projects, Actress Julianne Moore and Model/Activist Adwoa Aboah explore what it means to be a legend, telling the story of the Classic Chain, Modern Chain, and Naga Collections—meaningful designs crafted from the raw power and strength of John Hardy's origin in Bali.
Describing the process behind the campaign, MATTE Creative Director Jas Rewkiewicz says, "We were inspired by the spirit of John and Cynthia Hardy and the strength of the John Hardy woman. 'Made for Legends' is a call for women to live on their own terms and build their legend – embodied by modern day icons, Julianne Moore and Adwoa Aboah. Masterfully lensed by Luigi and Iango, the campaign is made to cut through the noise: where jewelry advertising often plays it safe, we weren't afraid to be dramatic, inspiring and powerful."
Moore and Aboah lead the campaign with their shared values of purposefulness, passion, and fearlessness. "These women are true legends. John Hardy is honored to collaborate with such daring role models," notes Robert Hanson, CEO of John Hardy. "They inspire women everywhere to create their own legend through the courage of their convictions, also reflected through their choices and personal expression wearing powerful, unique artisan hand-crafted jewelry."
"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," said photographers Luigi Murenu and Iango Henzi, who brought John Hardy's legends to life in a series of arresting images.
Images will appear online and in print publications this Fall 2017, coinciding with the release of the first collection from the brand's first-ever female Creative Director, Hollie Bonneville Barden.
Technical Information:
- Brand: John Hardy
- Title: Made for Legends
- Talent: Julianne Moore and Adwoa Aboah
- Shoot Dates: July 10-11, 2017
- Location: Pier 59 Studios
- Agency: MATTE Projects
- Photography: Luigi Murenu and Iango Henzi
- Film Director: Brett Kincaid, MATTE Projects
- Director of Photography: Ryan Helfant
- Creative Director: Jas Rewkiewicz, MATTE Projects
- Art Director: Julien Lazaro, MATTE Projects
- Stylist: Julia Von Boehm
- Make-up Artist: Gucci Westman
- Hair Artist: Luigi Murenu
- Still Life Photography: Stephen Lewis
- Casting Director: Piergiorgio Del Moro
About John Hardy
Established in Bali in 1975, John Hardy is dedicated to the creation of ultimate beauty through artisan handcrafted jewelry. Our master artisans honor original craft through the perfection of modern design, creating timeless one-of-a-kind pieces that are brilliantly alive. Each of John Hardy's distinctive collections conveys evocative symbolism and honors the transmission of creative energy from the artist to the wearer. Since inception, the company has been deeply rooted in the essential values of community, artisanship and sustainability. For more information, please visit www.johnhardy.com.
SOURCE John Hardy
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