M.A.P | Piaget

In her bid to overhaul the image of the Swiss jewellery and watch brand, Piaget’s new international director of communication and images Fatemeh Laleh enlisted M.A.P photographer and moving image director Mikael Jansson to shoot their latest global campaign.

The campaign features a cast of eight models, including  Georgia Palmer and Signs Veitberg, dubbed the “Piaget Society.” The brief was to “dig into the past to create the future” through visuals that mix “the sense of elegance inherited from the Maison’s origins in La Côte-aux-Fées with the extravaganza of the 1970s when Piaget came to master the craft of gold work and made colorful stones part of its DNA.”

The resulting Mikael Jansson’s joyful images and films beautifully convey the campaign intention to approach to high-end items with a sense of fun.

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