Paspaley Pearls launches ‘Behind the Lens’ fictitious short film via Special Group

Following Paspaley Pearls’ award-winning campaign ‘Everything Precious’ with acclaimed author Anna Funder (Australian Book of the Year, Miles Franklin Literary Award) and actress Teresa Palmer, Paspaley has launched another unique artistic collaboration again with creative agency Special Group.

‘Behind the Lens’ is a 10 minute fictitious short film, directed by Australian Cannes Festival-winning film director Ariel Kleiman and starring British actress Clara Paget.

‘Everything Precious’ was unique multimedia and content collaboration that centred around a specially commissioned, original short story. Each chapter of the story was illustrated with shots of Teresa Palmer wearing Paspaley Pearls.The story was released in daily chapter email instalments, as an ibook and as a hardcopy. The project gained the attention of Penguin who

have now published the story globally.

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Behind The Lens’ plot is centred on the mysterious events that happen behind the scenes on a Paspaley fashion shoot in the Kimberley (the region in Australia where Paspaley has been cultivating pearls for more than 80 years). And the story gets pretty weird…

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.

Says Iris Kleimann, head of marketing – Paspaley Pearls: “Last year’s collaboration succeeded in its objective of attracting new, younger customers to pearls and Paspaley. 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.”

Says Ariel Kleiman, director, Rabbit: “I loved the initial concept that Special Group came up with; to make a narrative piece of cinema that revolved around their 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.”

Says Tony Bradbourne, creative partner, Special Group: “Last years 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.“

Says Claire Beatson, global director of luxury, Special Group: “Content is the new currency for luxury brands, so a film inspired by the beauty of the Kimberley region, the home of Australian South Sea Pearls, was the perfect way to bring to life the adventurous spirit of the brand, and of the woman who wear them.”

Rabbit Films

PR by Black PR Media by Razor