Silpada 2021 Campaign

Creative Direction for Brand Awareness Campaign

Everyday Stories Chapter 1:
Real Silver, Real People, Real Community

The first brand awareness campaign launched for Silpada after its rebrand. The campaign focuses on the brand’s values: Community, Female Empowerment, and Social/environmental Causes. It introduces the brand’s statement, “Real Silver, Real People, Real Community”. The photography carries through the brand's personality, its feminine, playful, approachable, confident, and relaxed. The story is about expressing yourself in your own authentic way. The campaign was deployed across multiple channels. Placement includes YouTube, Silpada.com and was distributed through email, social posts, digital display ads, SEO efforts, and blog content.

Photography: Mei Tao
Art Direction/Creative Direction: Laura Salvan
DP + Video Editing: Daniel Fry
Makeup: Lisa Aharon
Hair: Charles McNair
Wardrobe Styling: Seppe Tirabassi

The campaign launched during Spring/Summer was inspired by the brans’ seasonal campaign, “Spring into Action”:
Inspiration: Spring into Action is the hopeful expression of progress after an unprecedented year. It’s a call to proactively be a beacon of positivity in our communities and the world. It’s self-reflection and global observation growing into self-empowerment and global preservation. It’s adapting and blooming in rapidly changing environments. It’s appreciating the little things but reaching to improve the larger issues. It’s inspiring others to do the same. It’s opening our figurative and literal front doors to humankind and experiencing communal celebrations and mutual joys. It’s light, and it’s laughter, it’s life…in action.

Produced 15sec., 30sec., and 60sec. videos for organic and paid media. The goal was to drive brand awareness, clicks and video views and help position Silpada as a silver jewelry destination, women centered and community driven brand. These videos will target new customers as well as existing and/or lapsed customers.