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PANS JEWELLERY

First Sight Campaign

For the Chinese luxury jewellery brand PANS, I spent three days with a multi-generational family who has been part of the brand’s story for over a decade.

 

Rather than creating picture-perfect scenes, we let life simply unfold: tiny hands curiously touching necklaces, a grandfather cradling his sleepy granddaughter, joyful laughter bouncing around the pool.

 

Working across their home and private locations, I focused on authentic family dynamics over staged perfection, allowing the jewellery to naturally integrate into intimate moments.

 

The resulting campaign imagery demonstrates how PANS pieces become part of life’s most precious moments.

 

Two women smile while holding a young child dressed in a blue outfit. One woman wears a rust-colored dress, and the other a black dress. The child looks ahead with a neutral expression.
A person with glasses and a gray beard wears a gray knit sweater adorned with a small embroidered floral design.
Two women, one in a black dress and the other in a black top, hold hands and smile while looking in the same direction, standing against a softly lit background.
A young child with wet hair looks ahead, droplets on their forehead. An adult is beside them, smiling. Greenery is blurred in the background.
Intricate bird-shaped brooch with silver wings, studded with diamonds and a central pearl, placed on a textured purple fabric.
A family of four sits on a stone ledge by a pool, with two young children interacting with their parents amidst greenery.
A bald man with glasses holds a sleeping child on his lap in an armchair, both appearing peaceful and resting.
A family of four joyfully sits at a table with a cake. The two children have frosting on their faces. The setting includes a red checkered tablecloth and an outdoor backdrop of greenery.
A child with pigtails wearing a white sweater and green pants stands barefoot in a puddle, holding an object. An adult kneels nearby, smiling.
An adult and a child in dark clothing are close together outdoors. The child holds a necklace while the adult looks at them affectionately.
A close-up of a woman hugging a child with a topknot hairstyle. The woman wears a ring with a large stone on her finger. The child is wearing a yellow shirt.
A bald man wearing glasses and a brown sweater inspects a plant with small leaves, bending slightly to observe it closely in a garden setting.
A man holds a small child as they look at a small object on his sweater.
A family of four poses indoors against a backdrop with stars. Two adults hold children, one standing on a stool. A book with stars lies on the floor.
An adult helps a child wearing a knitted sweater adjust a necklace near a swimming pool.
Two young children stand by a pool. One child in a white top holds a metal cup, while the other wears a black top and looks down.
A child in a dark sweater looks pensive with hands on cheeks, while an adult in the background smiles widely.
Woman and two children play by a shallow pool. One child holds a ball, the other scoops water with a tool. Lush green foliage in the background.
A man with a shaved head sits in front of a young child with pigtails by a pool. The child places a hand on his shoulder. They both wear light clothing.
A hand holds a jewelry tool above a cloth displaying a necklace, earrings, and ring, all with dark gemstones.
Woman holding a young child by a pool, both wearing dark clothing. The child rests their head on the woman's shoulder.
Young child with pigtails wearing a white top, looking to the side, in front of a blurred green background.
Family sitting outdoors on stone ledge in garden. Two adults and two children smiling. Photo has light leaks and a warm, vintage effect.
A child with cake on her face is held by an adult, seated at a red checkered table with a cake and decorations. Another person is visible, slightly out of view.
A family of four enjoys a picnic. A toddler has cake on her face and hands, while the others laugh. There is a cake on the table.
Three people sharing a joyful moment. A child in the center is embraced by two adults on either side, all smiling and happy.
Bald man with glasses and goatee, wearing a brown sweater and brooch, standing outdoors with greenery in the background.
Three people are smiling and posing together. An older woman in a pink dress holds a young child in a blue shirt, while a younger woman in a dark dress stands close.
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© 2025. Matilde Viegas. All rights reserved

 

Photo editing: Amara Eno

Copywriting: Gaia Lutz

Website design: Lisa H. Moura (Frau im Mond)

Website development: Luís Ferreira

SEO: Mafalda E. L. Guimarães

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