TOUS launched Made of TOUS in December 2021 with LOLA MullenLowe, commissioning three CANADA directors to reinterpret the Spanish jewelry brand's century-old
How TOUS and LOLA MullenLowe Reimagined a Century-Old Jewelry Brand
Made of TOUS is a 2021 film campaign created by LOLA MullenLowe for Spanish jewelry brand TOUS, comprising three independently directed short films that each reinterpret the brand's century-old identity through a distinct emotional and visual register, launched simultaneously across audiovisual, digital, and written media in every country where TOUS operates.
TOUS presented the campaign on December 1, 2021, marking it as the brand's first co-created campaign. Rather than consolidating creative control into a single narrative, the brand and its agency invited three directors from production company CANADA to approach the TOUS identity independently, yielding three films that share no common visual language yet speak to the same underlying brand essence. In Spain, where TOUS was founded more than a hundred years ago and where the campaign originated, this structural choice carried particular weight: the brand's home market received a campaign that refused the conventions of jewelry advertising in favour of something closer to short-form cinema.
The three films were distributed across all markets in which TOUS operates, reaching audiences through audiovisual placements, digital channels, and written media simultaneously. The campaign carries a Clapboard Score of 79 out of 100, reflecting strong creative ambition and distinctive execution across all three films. Each film functions as a standalone creative work while the trio collectively communicates the breadth of what TOUS represents after a century in the accessible-to-premium jewelry segment. The campaign title itself — Made of TOUS — operates as both a declaration of brand substance and an invitation to examine what that substance actually is, a question each director answers differently.
TOUS competes in the accessible-to-premium fashion jewelry segment, where brand identity is as commercially significant as product design. Its closest competitive set in the Spanish market and internationally includes Pandora, Swarovski, Majorica, and Thomas Sabo, alongside selected premium names. Against competitors who typically anchor campaigns to a single ambassador or unified visual system, TOUS made a structurally different decision with Made of TOUS: it distributed creative authority across three distinct filmmaking sensibilities rather than consolidating it.
The strategic rationale connects directly to TOUS's brand lineage. As reported by Corporate Tous, the brand had previously launched Stay Tender in April 2019 through LOLA MullenLowe, which replaced SCPF as TOUS's agency and featured Emma Roberts as global ambassador across more than 50 countries, centering tenderness and human emotion over product spectacle. Made of TOUS extended that philosophy further, removing the ambassador entirely and replacing singular emotional framing with three co-equal creative visions. According to Reason Why, this represented the brand's first co-created campaign, signalling a deliberate evolution in how TOUS positions itself beyond its iconic bear motif.
The global jewelry market context reinforces the ambition behind the approach. According to GlobeNewswire, the global jewelry market stood at approximately 249 to 256 billion US dollars in 2021, projected to grow at a compound annual growth rate of 8.25 percent between 2022 and 2030. In Spain specifically, fashion jewelry has occupied a meaningful position in consumer culture, with TOUS among the most recognisable domestic brands in the category. Choosing a campaign architecture that foregrounds creative process and brand depth — rather than seasonal product or price messaging — reflects a long-term equity play consistent with the competitive pressures of a growing but increasingly crowded global market.
Made of TOUS unfolds across three films, each produced by CANADA and each bearing the unmistakable signature of its director. The decision to engage three filmmakers rather than one is not merely a structural curiosity but the creative mechanism through which the campaign generates meaning: the films argue through their differences that TOUS is large enough to contain multitudes.
Director MANSON, working as the Manson Collective, created Turbo Chakras, a disruptive animated film in which the seven chakras are brought to life by animation studio Bliss. The film takes the viewer on a stroll through Barcelona, using energy and transformation as its governing metaphors. The result is the most formally adventurous of the three, trading realism for a kinetic, psychedelic visual language that reframes a TOUS jewel as a conduit for personal energy rather than a luxury object. As documented in the campaign materials cited by thecreativesroom.com, the Turbo Chakras spot accumulated over 35,700 views and 365 likes, with its YouTube presence demonstrating genuine audience engagement for an animated fashion film.
Director Nur Casadevall directed Magic Nature, described in campaign materials as an electric, dreamlike journey in which colour — particularly blue — water, light, and music combine to carry the viewer toward harmony. The film positions the jewel not as the subject but as a destination reached through sensory experience. Director Bàrbara Farré, known for a delicate and precise visual style, created Oursin, a film about spikes and passion that tells a love story through the emotional textures of longing and connection. Executive producers Victor Mata and Marta Argullós oversaw both Magic Nature and Oursin, as documented in production records cited by bestadsontv.com, providing coherence at the production level across two very different tonal registers. Together the three films constitute a campaign that operates as an anthology rather than a sequence.
Made of TOUS launched simultaneously across Spain and all TOUS operating markets on December 1, 2021, according to Press-Room Tous. Verified campaign-attributed performance data covering conversion, reach, or media spend is not publicly available for this campaign. What is documented provides a partial picture of audience engagement at the individual film level.
The Turbo Chakras film directed by MANSON recorded more than 35,700 views and 365 likes on YouTube, as reflected in the campaign's own published materials. These figures, while modest by mass-market standards, are consistent with a luxury-adjacent fashion film distributed through earned and owned channels rather than paid mass media amplification. No verified awards for Made of TOUS appear in the Cannes Lions, Effie, One Show, D&AD, Clio, Webby, or WARC databases, as confirmed through Clapboard's research.
Structurally, the campaign's effectiveness rests on its architecture. By commissioning three distinct films rather than a single unified execution, TOUS created a content ecosystem capable of serving different audience segments and platform contexts simultaneously — a meaningful advantage in digital distribution environments that reward variety and replayability. The campaign's positioning as TOUS's first co-created work, as reported by marketingdirecto.com, also carries internal brand significance: it signals a mature creative confidence from a hundred-year-old Spanish jewelry house willing to let external artistic voices define what it means. That confidence, built on the foundation of the earlier Stay Tender campaign developed with LOLA MullenLowe, represents measurable progress in brand storytelling sophistication even where quantified commercial outcomes remain undisclosed.
Made of TOUS is a 2021 film campaign created by LOLA MullenLowe for Spanish jewelry brand TOUS. It comprises three short films directed independently by MANSON, Nur Casadevall, and Bàrbara Farré, all produced by CANADA, and launched on December 1, 2021 across audiovisual, digital, and written media globally.
Three directors from production company CANADA each created a separate film for the campaign. MANSON directed Turbo Chakras, Nur Casadevall directed Magic Nature, and Bàrbara Farré directed Oursin. Each film carries a distinct visual style and emotional tone, reflecting an independent creative interpretation of the TOUS brand identity.
LOLA MullenLowe created Made of TOUS for TOUS. The agency had previously worked with the brand on the 2019 Stay Tender campaign, which featured Emma Roberts as global ambassador. Made of TOUS marked a significant creative evolution, removing the single-ambassador model in favour of three co-equal directorial visions.
Made of TOUS launched on December 1, 2021, originating in Spain, where TOUS was founded. It was distributed simultaneously across all countries in which TOUS operates through audiovisual, digital, and written media channels, making it a global campaign with its creative and geographic roots firmly in the Spanish market.
Made of TOUS holds a Clapboard Score of 79 out of 100. The score reflects the campaign's strong creative ambition, its distinctive three-film anthology structure, and the quality of execution across all three independently directed works, balanced against the absence of publicly verified performance metrics or major industry award recognition.
Made of TOUS followed the 2019 Stay Tender campaign, also created by LOLA MullenLowe, which ran across more than 50 countries with Emma Roberts as global ambassador. As reported by corporate.tous.com, Made of TOUS was TOUS's first co-created campaign, representing a deliberate shift toward multi-voice storytelling over a unified ambassador-led creative approach.
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