INTRODUCING “THE LEGENDARY BLUE BOX”
This was a true one-take: no cuts or resets, just precise choreography, timing, and coordination across departments. Camera movement, talent cues, lighting, and creative direction had to align seamlessly from start to finish. It is a rewarding challenge made possible by an incredible crew and a sharp, creative team working in perfect sync.
Arthur Gourounlian, international choreographer to the stars and media
personality officially launched Newbridge Silverware’s brand new ‘Legendary Blue Box’ campaign — a tribute to timeless style and craftsmanship.
For the connoisseur of today, an heirloom for tomorrow.
Arthur produced and directed a dance video which sees dancers perform in the Newbridge Silverware showroom and factory, depicting the style and essence of the famous Newbridge Silverware Blue Box.
The video is a complete first for Newbridge Silverware and marks the next chapter in the history of the famous Irish lifestyle company which was established in 1934.
Speaking about the new campaign, Arthur said, “It was an honour to return
to the Newbridge Silverware family, this time stepping in as Creative Director to lead their first-ever Legendary Blue Box mini-film.
This was a bold and visionary leap for the brand, unlike anything they’ve
done before. Sitting at the table with such passionate minds, dreaming,
crafting, and channelling the timeless heritage and magic of Newbridge
Silverware into something so bold was nothing short of unforgettable.
With ten phenomenal dancers breathing life into the story, each embodying
the grace, power, and legacy of the iconic blue box, we’ve created something that transcends film.
My vision was to tell the story in one continuous shot, with no edits and no
interruptions, to heighten the emotion and immerse the viewer in the beauty
and rhythm of a dream captured inside the box.
Newbridge Silverware proudly hosted an exclusive press and
influencer event at our headquarters in Newbridge, Co. Kildare, marking the
official launch of our new campaign, The Legendary Blue Box x Arthur
Gourounlian.
Held at the iconic Museum of Style Icons, the event brought
together leading voices from the media, fashion, and lifestyle industries to
celebrate a first-ofits-kind creative leap for the brand.
Guests enjoyed:
The experience embodied the spirit of Newbridge Silverware: heritage, elegance, and reinvention — all brought to life in one unforgettable day.
LET THE MAGIC BEGIN!
