Paspaley shot the Kimberley at night for a moonlit pearl collection launch

Launch the Moonlight collection, whose centrepiece Lunar Eclipse Necklace is the brand's most complex design: 41 Australian South Sea pearls, 57 white crystal opals, 752 white diamonds and more, taking over a thousand hours to construct.

Pearls born of moonlight: the lunar tides that feed Paspaley's oysters pull Leila George through a darkened Kimberley.

A cinematic nocturnal film, 'Moonlight', directed by Lester Jones of Clockwork Films and shot at night in the Kimberley for the first time, with an evocative track by US artist L'Freaq and collection stills by Nick Leary, rolled across inflight media, online film, digital, large-scale outdoor and in-store POS.

The Moonlight collection launched across Paspaley boutiques in Sydney, Melbourne, Brisbane, Perth, Darwin and Broome and online. Hoey said the ethereal film 'challenges traditional perceptions of pearls'.

In October 2023, Australian luxury jeweller Paspaley launched its Moonlight collection with the fifth campaign created alongside 72andSunny. The centrepiece film follows Australian-US actor Leila George — who fronted the pair's 2022 Wild collection film — as she is drawn across the darkened Kimberley by the mystical magnetism of the moon.

The idea binds product to astronomy: the dramatic tropical tides of the Kimberley are governed by the moon, and Paspaley Pearls rely on those tides to deliver rich nutrition to the oysters that mother them, creative director Christine Salter explained — 'luminescent treasures given to us from both the ocean and the sky'.

Director Lester Jones shot at night in the Kimberley for the first time, with a track by US artist L'Freaq. The collection's showpiece, the Lunar Eclipse Necklace, combined 41 Australian South Sea pearls, 57 Australian white crystal opals, 752 white diamonds, a rock crystal and mother of pearl in white gold — over a thousand hours of labour — and the launch ran across inflight media, digital, large-scale outdoor, in-store POS and stills by Nick Leary.

The moon-tide-oyster chain is literally true of Paspaley's farming, so the romance has a factual spine competitors cannot borrow.

Shooting the Kimberley at night differentiated the fifth film from the daylight imagery of earlier campaigns while keeping the signature landscape.

A single heroic object — the most complex necklace the brand had made — gives the film's lunar myth a concrete, covetable anchor.

Luxury earns mystique by explaining one true natural dependency — moon, tide, oyster — then letting the product inherit the poetry.

As of the October 2023 write-up the collection was available in Paspaley boutiques across Australia and online, with the campaign live across inflight, digital, outdoor and in-store touchpoints.