Paspaley Pearls and Special group have teamed up for yet another artistic collaboration following their original short story and multimedia campaign last year. This year they’ve created ‘Behind the Lens’, a 10-minute fictitious short film, directed by a Cannes Festival-winning director and starring British actress Clara Paget.
The film, directed by Ariel Kleiman is centred on the mysterious events that happen behind the scenes on a Paspaley fashion shoot in the Kimberley, the region where Paspaley has been cultivating pearls for more than 80 years.
As well as being viewable online at paspaley.com, the film is the centrepiece of a multimedia campaign spanning magazines, outdoor, digital and point of purchase.
“Last year’s collaboration succeeded in its objective of attracting new, younger customers to pearls and Paspaley,” says Paspaley Pearls head of marketing Iris Kleimann. “It was also loved by our loyalists. We’re really excited with this progression to the world of film, and are confident our customers, old and new, will really respond.”
Director Ariel Kleiman says he loved the initial concept that Special Group came up with, creating a narrative piece of cinema that revolved around a Paspaley photo shoot. “That combined with the allure of shooting in the Kimberley and working with Clara Paget is what drew me to the project.”
Special Group’s Tony Bradbourne says: “Last year’s content-based campaign was so successful at connecting with a younger, smart audience that we were challenged with going further this year. Ari has done a brilliant job.”
Special Group announced its presence in the Australian market with Paspaley Pearls last year, collaborating with award-winning author Anna Funder, Warm Bodies actress Teresa Palmer and fashion photographer Derek Henderson.
At the centre of the campaign was a bespoke short story, called ‘Everything Precious’, written by Funder, which was be released to Paspaley subscribers daily in seven serialised instalments via email.
Every section of the story will featured Henderson’s photography of Palmer wearing the pearls from Paspaley’s newest Touchstone collection, and the final short story was released as a hard copy, on iBook, Kindle and as an audio book read by the author. And, in addition to this, Funder also performed a live reading at the collection launch in Sydney on October 8 last year.
Ariel Kleiman – Director
Alexandra Hay – Executive producer
Sarah Cyngler – Co–writer/Art director
Dan Wood – 1st Assistant director
Hugh Miller – DOP
Luke Thomas – Ist Camera assist
Martin Fargher – Grip, Gaffer
Colin Chapman – Grip Attach
Robert Mackay – Sound recordist
Karla Clarke – Stylist
Linda Jeffreys – Hair stylist
Sophie Roberts – Make up stylist
Andrew Levene – Head of production
Blake Powell – Executive producer/partner
Maxwell Reiss – Original score
Tony Bradbourne – Creative partner
Rob Jack – Creative partner
Kimberley Ragan – Creative director
Maria Devereux – Creative director
Claire Beatson – Strategic director
Annabel Rees – Senior account director
Stu Mallarkey – Account director
Lily Waters – Account director
Mahsa Willis – Executive producer
Sascha Mortimer – Executive producer
Cade Heyde – Managing partner
Michael Redwood – Managing partner
PR by Black PR Media by Razor