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The “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
The campaign, a short film, was shot on 35mm film in the countryside in Kazakhstan.
Kazakhstan—Spinelli Kilcollin has launched a campaign honoring 2026 as the Year of the Fire Horse in the Lunar calendar.
The “Live Now. Polish Later.” campaign, a video shot in Central Asia, explores themes of freedom, nomadic heritage, and movement, reinforcing the idea that jewelry should not feel precious or fragile, but lived in and carried through every experience, said the brand.
The short film opens with a close-up shot of equestrian Ansa Kuzenbayeva, the inspiration for the campaign.
Her hands are the focus of the shot as she holds onto reins, and a Spinelli Kilcollin ring is seen on her finger.
The camera pans out to reveal a band of horses and riders, including Spinelli Kilcollin Co-Founder and Creative Director Dwyer Kilcollin, running through snow covered plains with the Tian Shan mountains in the background.
The film closes with Kuzenbayeva and her horse, rearing on its hind legs as the sun sets.
At the end of the film, Kuzenbayeva is seen wearing Spinelli Kilcollin’s “Stella” and “Alix” linked rings and necklaces, including two “Helio” chains and the “Titan Heart” linked necklace with a “Draco” wallet chain attached.
The “Live Now. Polish Later.” campaign, a video shot in Central Asia, explores themes of freedom, nomadic heritage, and movement, reinforcing the idea that jewelry should not feel precious or fragile, but lived in and carried through every experience, said the brand.
The short film opens with a close-up shot of equestrian Ansa Kuzenbayeva, the inspiration for the campaign.
Her hands are the focus of the shot as she holds onto reins, and a Spinelli Kilcollin ring is seen on her finger.
The camera pans out to reveal a band of horses and riders, including Spinelli Kilcollin Co-Founder and Creative Director Dwyer Kilcollin, running through snow covered plains with the Tian Shan mountains in the background.
The film closes with Kuzenbayeva and her horse, rearing on its hind legs as the sun sets.
At the end of the film, Kuzenbayeva is seen wearing Spinelli Kilcollin’s “Stella” and “Alix” linked rings and necklaces, including two “Helio” chains and the “Titan Heart” linked necklace with a “Draco” wallet chain attached.
The message of the film is that jewelry shouldn’t be a hindrance to the journey of your life.
Kilcollin chose Kazakhstan as the location for the campaign, inspired by the freedom of horseback riding across vast stretches of open land without fences.
“When I was young, I spent summers riding horses in Montana,” said Kilcollin, “But in the United States, there are always fences. Everything belongs to someone.
“In Kazakhstan, I sensed the presence of a nomadic heritage that has defined this land for millennia.”
The campaign was directed by Shakhnazar Suleimenov.
It was shot on 35mm film, which gives the film its unique look.
Because Kazakhstan has no film cameras or processing facilities, a camera technician was flown in from St. Petersburg with his camera to provide technical support.
The film was brought back to Los Angeles to be developed.
The “Live Now. Polish Later.” campaign can be seen on Spinelli Kilcollin’s website and on its Instagram.
Related stories will be right here …
“When I was young, I spent summers riding horses in Montana,” said Kilcollin, “But in the United States, there are always fences. Everything belongs to someone.
“In Kazakhstan, I sensed the presence of a nomadic heritage that has defined this land for millennia.”
The campaign was directed by Shakhnazar Suleimenov.
It was shot on 35mm film, which gives the film its unique look.
Because Kazakhstan has no film cameras or processing facilities, a camera technician was flown in from St. Petersburg with his camera to provide technical support.
The film was brought back to Los Angeles to be developed.
The “Live Now. Polish Later.” campaign can be seen on Spinelli Kilcollin’s website and on its Instagram.
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