Muses First. Pandora's 20th Anniversary 2020 campaign. Our task was to develop a creative concept for Pandora's 20th Anniversary campaign during the hight of Springs COVID-19 epidemic. Instead of gathering the talents and doing a more traditional shoot, we got to travel in their mind and engaged them to remember their first loves, the theme of the campaign, and thus got a unique insight into their personalities, personal as well as professional. The feeling needed to be authentic as well as beautiful despite the quite challenging circumstances such as getting talents to film themselves under Cass Bird's direction via Zoom. The campaign was executing with an international team based in London, New York, Montana, Minnesota and Copenhagen. Malling was responsible for everything from the creative direction to the final execution.