Jeweller Paspaley Launches “Wild” Campaign For New Collection Via 72andSunny

Jeweller Paspaley Launches “Wild” Campaign For New Collection Via 72andSunny

Paspaley and 72andSunny have launched a new campaign for Paspaley’s Wild collection of pearls jewellery.

Featuring enigmatic Australian-American actor Leila George, this launch celebrates the brand’s connection to the raw natural landscapes of the Kimberley — the birthplace of Paspaley pearls.

Helmed by award-winning director and artist Adam Kiers from Playground Films, the additional collaborators on the project include acclaimed Tongan-Australian choreographer Sela Vai, double Grammy nominated Nigerian artist Niniola, mixed by Italian/ Ghanaian DJ producer GuiltyBeatz, with photography by Australian Jake Terrey.


George and the team spent a week in northern Australia to shoot the campaign. Choreographer Sela Vai, “inspired by the natural power of the locations,” created an adventurous free-movement piece for trained dancer Leila.

“I’ve actually felt untamed myself, on this shoot,” said George.

“It’s the music playing in this wilderness and the choreographer inspiring me to improvise – that has been totally wild and untamed. It felt amazing to be back in Australia shooting this campaign, in this stunning landscape, wearing the most beautiful pearls in the world.”

Paspaley’s latest Wild collection is uniquely Australian and inherently Paspaley.

“The Wild collection embodies the exhilaration of nature against your skin, like a swim in the ocean touched by sand, salt and sea, or an afternoon spent roaming free in the wilderness,” said Paspaley creative director, Christine Salter.

“But Wild isn’t just a place, it’s a feeling. Wild allows anyone, even the urban wearer, anywhere in the world, to feel connected to nature”

The campaign is designed to create a brand story, across the entire brand experience, from online film to digital to large scale outdoor and in-store POS. In all, 72and Sunny created 65 assets.

“It’s an honour to share this fourth partnership between ourselves and the Paspaley team.” Said Luke Martin, ECD 72andSunny ANZ.

“We believe that great relationships lead to great work and this is testament to that belief as the collaboration and partnership grows stronger every year.”

Wild is an exquisitely crafted celebration of natural beauty, featuring the world’s finest pearls, available in Paspaley boutiques and online. Paspaley boutiques are located in Sydney (Martin Place and Barangaroo), Melbourne (Collins Street, Crown and Chadstone), Brisbane, Perth, Darwin, Broome and online at


Client: Paspaley Pearls
Creative Agency: 72andSunny ANZ
Production House: Playground Films
Director: Adam Kiers
DP: Boris Vymenets
Choreo: Sela Vai
Stills: Jake Terrey
Editor: Lucas Vazquez
Music: Dig Dig By Niniola ft GuiltyBeatz
Audio: Song Zu
Music Supervisor: Chris Chalmers

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