Pandora’s ‘Be Love’ Campaign Features Selma Blair and Chloe and Halle Bailey

Pandora, the popular jewelry brand, has launched a new campaign titled ‘Be Love,’ featuring actress Selma Blair and sisters Chloe and Halle Bailey as brand ambassadors. The multi-season campaign aims to showcase self-expression, creative freedom, and joy through Pandora’s jewelry.

The campaign seeks to portray love as more than just a feeling, but as something one lives, embodies, and embraces. It highlights the personal and all-encompassing nature of love, aligning with Pandora’s brand purpose of giving a voice to people’s loves. Mary Carmen Gasco-Buisson, Pandora’s Chief Marketing Officer, emphasized the campaign’s focus on love.

In this campaign, the brand ambassadors express their unique perspectives on love. Chloe Bailey defines it as embracing one’s complete, whole self and loving it. Halle Bailey describes love as an infinite, unconditional emotion that is always there, never questioned. Selma Blair expresses love as being present in each moment and striving to make every moment better.

Joining the trio of brand ambassadors are several other artists and models, including Sasha Pivovarova, Aviana McClish, Colin Alexander, Jocelyn Corona, Saiyan Marley, Yumi Nu, Salem Mitchell, Thara, Meghan Collison, and Jack Spencer. The campaign video, directed by Sophia Nahli Allison and executive produced by Melina Matsoukas, features the ambassadors showcasing their unique styles and talents.

Throughout the video, Chloe and Halle Bailey perform a rendition of the classic Bee Gees track ‘To Love Somebody.’ Selma Blair shares heartwarming moments with her son, Arthur Saint Bleick. Other talents engage in painting, dancing, and various forms of self-expression, all adorned with Pandora’s layered jewelry that represents self-expression, creative freedom, and joy.

The campaign was conceived by the design and advertising agency Baron & Baron, with photographer Craig McDean capturing the principal model imagery. Raymond Meier was responsible for still life and close-up photography. Tanya and Zhenya Posternak captured additional product imagery, including Pandora’s lab-grown diamond jewels. Stylist Rae Boxer and designer Grete Henriette created custom-made pieces for the Bailey sisters in the campaign video.