It’s called ‘Made for Legends.’
(Press Release) John Hardy has launched a new brand platform and advertising campaign featuring Julianne Moore and model/activist Adwoa Aboah.
The “Made for Legends” campaign celebrates dramatic, powerful and inspiring women, as brought to life by these strong females of character and substance, demonstrating the power of jewelry as a means of expression.
Adwoa Aboah
Aboah and Moore lead the “Made for Legends” platform with their shared values of purposefulness, passion and fearlessness — Moore through her storied multi-decade acting career and role as a mother, and Aboah through her authentic voice in activism, particularly with her organization Gurls Talk.
The campaign was shot by celebrated photographers Luigi Murenu and Iango Henzi with make-up artist Gucci Westman, all under the creative direction of MATTE Projects.
“Your legacy is more than what you’ve accomplished – it’s your story, your myth,” Moore said.
Aboah stated: “Vulnerability to me is pure strength. Self-love, that’s really powerful – I love the idea of gifting yourself. I cover myself in jewelry; I’m obsessed. Jewelry feels like it has got some soul — it’s not afraid to be different. It’s legendary.”
Jas Rewkiewicz, creative director at MATTE, said, “We were inspired by the spirit of John and Cynthia Hardy and the strength of the John Hardy woman. ‘Made for Legends’ is a call for women to live on their own terms and build their legend – embodied by modern day icons, Julianne Moore and Adwoa Aboah. Masterfully lensed by Luigi and Iango, the campaign is made to cut through the noise: where jewelry advertising often plays it safe, we weren’t afraid to be dramatic, inspiring and powerful.”
Moore