See how we’ve helped Pandora grow into one of the most recognised jewellery brands in the world.
Client Story
PANDORA
For nearly two decades, we’ve walked with Pandora through launches, shifts, and growth. What began as creative support became a trusted partnership. Helping shape their journey from a regional brand to a global name in jewellery.
From Internal Brief to Global Brand Asset
By transforming internal presentations into emotionally resonant product films, we helped Pandora unify product, story, and brand expression worldwide. Used in all retail stores and across social channels.
Driving Digital
For more than 13 years, our content management team has worked side by side with Pandora’s digital marketing department to drive global e-commerce campaigns.
Together, we’ve supported over five platform migrations and partnered directly with local markets to launch seasonal collections and promotions across 50+ languages, ensuring every detail from page creation to asset management is handled with precision and care.
Launch & PR Events
From global product launches in Cannes, Venice and LA, to intimate influencer gatherings in Copenhagen, we've crafted moments that turned communication into connection.
"At Pandora, we believe in partnerships that stand the test of time. And our collaboration with mu-ms is a testament to that. For over 17 years, mu-ms has been a trusted creative partner, supporting us across a wide range of projects and disciplines. From strategic marketing initiatives to product-focused campaigns and projects, their team has consistently delivered with precision, creativity, and a deep understanding of our brand.
What sets mu-ms apart is their ability to seamlessly integrate with our internal teams, especially within Marketing and Global Product. Whether it's developing compelling visual assets, optimizing user experiences, or managing complex event logistics, they approach every task with professionalism and agility.
Julian & Louise and their team have become an extension of our own. Responsive, reliable, and always ready to go the extra mile. Their work has helped shape how we communicate, engage, and inspire our global audience."
Stephen Fairchild
SVP, Chief Creative Officer
Capital Market Days
When Pandora’s 2021 Capital Markets Day shifted from an in-person event to a virtual experience, we co-led the transformation from within, guiding strategy, content, and creative direction alongside Pandora’s team. In close collaboration with internal stakeholders and external partners, we helped turn a complex challenge into a cohesive, global broadcast that brought clarity, confidence, and connection to investors and employees alike.
Animating
What Matters
As Pandora’s product designs became more intricate, we reimagined their launch films using 3D animation to showcase details, highlight features, and add emotional depth. From the precision of a clasp to the personality of a charm, each film brought clarity and character to the story.
SEO-driven. Brand-aligned. Viewer-centric.
Partnering with Pandora’s global marketing team, we created a series of SEO-driven styling videos for YouTube. The content responded directly to consumer search trends and secured front-page rankings on Google for queries like “How to stack rings” and “How to style bracelets”.
Co-création
à la Française
To support Pandora’s expansion into France, we relocated to Paris to help build the local marketing department from the ground up – defining workflows, creative standards, and communication rhythms that connected the new market seamlessly to the global brand system.
Visual Merchandising
We’ve worked closely with Pandora’s global Visual Merchandising team to align product storytelling with in-store experience, creating coherence between campaign launches and how collections come to life across thousands of stores worldwide.
Coherence starts inside.
To support internal alignment, we redesigned Pandora’s intranet. Making it clearer, more intuitive, and easier to navigate. To build awareness and engagement, we also created the launch campaign.
