pandora | the more than a gift holiday campaign

“God only knows what I’d be without you…” It’s perhaps one of the most heartfelt lyrics in the Beach Boys’ catalogue and it’s the song Pandora has chosen to anchor its Holiday 2025 campaign. This season, the world’s largest jewellery brand is sidestepping the usual festive chaos with ‘More Than a Gift,’ a new campaign that’s all about slowing down, celebrating togetherness and focusing on pure, personal connection.

To bring this vision to life, Pandora has enlisted an industry-leading creative team. The campaign film is directed by the visionary storyteller Roman Coppola, with atmospheric photography from Craig McDean and Raymond Meier. The result is a series of emotive stories that echo the brand’s core mantra to ‘Be Love.’

“At the heart of this season is a feeling – not just of celebration, but of connection and reflection,” say Pandora’s SVP Creative Directors, Alessandro Filippo Ficarelli and Francesco Terzo. “We wanted to create a world where time slows down, where everything glows a little more softly and every piece feels like a quiet reminder of what matters most.”

The powerhouse Pandora Moments collection gets a dreamy, mystical update with new moon-themed charms that glow with moonstone iridescent glass. For the more traditional festive crowd, the Pandora Timeless collection expands its popular bow motif, now featuring rows of sparkling, heart-cut stones to symbolise unbreakable ties.

The most significant launch, however, is the debut of new premium pieces in the Pandora Lab-Grown Diamonds collection. Positioned as the ultimate meaningful gift, these stackable styles are designed to symbolise never-ending connections. They feature hand-set pavé lab-grown diamonds arranged in flowing, infinity-inspired lines – a modern, enduring symbol that redefines forever.

Discover more here.

photography. courtesy of Craig McDeanRaymond Meier
words. Gennaro Costanzo