Hermes have decided to launch their new collection of silver jewellery in high style, with its first global digital campaign, and a commission from the British design practice, United Visual Artists YoggyOne, and Caswell Coggins.
The new collection is to some extent more of the saem type of jewellery we have come to expect from Hermes, bold bracelets and rings, the chain d'ancre design, and lots of interpretive H symbols. The new collection has benefited from the excellent marketing strategy, with the new campaign dazzling at least as much as the jewellery itself.
The campaign asks the question, What if silver had a sound?, United Visual artists then created 16 metallic platforms, with cog driven turntables on the top, propelled by intricately designed mechanisms, each piece of jewellery was placed on the top, and Lasers scanned each jewellery piece, which then triggered a sound, and then composed an experimental symphony.
The sounds were programmed by the progressive hands of YoggyOne, and each sound was created as a unique interpretation of the silver pieces shape, density, volume and weight, the voices generated by this colaboration appear as if trapped in silver, a reminder of the artisans that crafted each piece by hand in Hermes Paris ateliers.
Caswel Coggins directed the music video, which can be seen above, and shot it in 35mm, with a black and white documentary style, to deliver a dramatic narrative, exploring the emotional heights the deep blacks and vivid whites can convey.
The new Silver jewellery collection is available now from Hermes stores, but you have to pull yourself away from the campaign.
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