For the launch of its new silver jewelry collection, Hermès has unveiled its first global digital campaign, The Sound of Hermès Silver.
Hermès has asked a simple question: What if silver had a sound?
It is with this basic idea that Hermès approached three renowned artists and collective to create an immersive, modern and unexpected digital piece.
United Visual Artists, the British design practise, created a unique installation, in a London studio, that could “play” the sound of silver. Pieces of the new Hermès collection were placed on 16 metallic turntables, each propelled by an intricately designed cogs mechanism. Lasers scanned the jewellery and triggered a sound, to finally compose an experimental symphony.
Under the progressive hands of YoggyOne, each sound was created as a unique interpretation of the silver pieces, influenced by its shape, density, volume and weight.
Voices appear sometimes as if trapped in silver, a reminiscence of the artisans that crafted each piece by hand, in the Hermès ateliers in Paris.
The artistic performance was shot and directed by Caswell Coggins, who introduced his music video and documentary background to deliver a dramatic narrative. Shot in 35mm, the installation gained new emotional heights with deep blacks and vivid whites.
Hermès, for the first time, adventures itself in an emotive mash up of its historic silver craftsmanship with an artistic performance.
The Sound Of Hermès Silver
