Spinelli Kilcollin Embraces Freedom in 'Year of the Horse' Campaign

A Celebration of Nomadic Heritage and Movement

Spinelli Kilcollin has unveiled its evocative new campaign, titled 'Live Now. Polish Later.', designed to celebrate the 2026 Year of the Fire Horse in the Lunar calendar. The campaign, realized as a short film shot in the vast landscapes of Kazakhstan, delves into themes of freedom, nomadic heritage, and the intrinsic connection between life's experiences and adornment. The core message emphasizes that jewelry should be an integral part of life’s journey, not a fragile object to be preserved.

The short film opens with a striking close-up on equestrian Ansa Kuzenbayeva, the muse who inspired the campaign. Her hands grip the reins, adorned with a stack of Spinelli Kilcollin rings, as the camera gradually reveals a dynamic scene of horses and riders, including Spinelli Kilcollin Co-Founder and Creative Director Dwyer Kilcollin, traversing snow-covered plains against the backdrop of the Tian Shan mountains. The narrative culminates with Kuzenbayeva and her horse in a powerful, rearing pose at sunset, symbolizing unrestrained spirit.

Inspiration Rooted in Open Spaces

Co-founder Dwyer Kilcollin drew inspiration for the campaign from a childhood spent riding horses in Montana. However, the experience in Kazakhstan offered a distinct sense of freedom. “When I was young, I spent summers riding horses in Montana,” Kilcollin explained. “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.” This profound connection to open, unfenced land became the cornerstone of the campaign’s aesthetic and philosophy.

The campaign’s tagline, 'Live Now. Polish Later.', encapsulates the brand’s ethos: jewelry is meant to be worn, experienced, and integrated into every aspect of life, rather than being kept precious and separate from daily activities. Pieces featured in the campaign include the brand’s signature linked rings like ‘Stella’ and ‘Alix’, alongside necklaces such as two ‘Helio’ chains and the ‘Titan Heart’ linked necklace with an attached ‘Draco’ wallet chain, showcasing their versatility and durability.

Technical Artistry and Cultural Immersion

Directed by Shakhnazar Suleimenov, the film was shot on 35mm film to achieve a distinctive visual texture. Due to the lack of specialized film processing facilities in Kazakhstan, a camera technician was brought in from St. Petersburg, Russia, along with equipment. The film was subsequently transported to Los Angeles for development, highlighting the international collaboration involved in its creation.

The production team immersed themselves in Kazakh culture during the shoot. They stayed in yurts and hosted a gathering for local tastemakers at the Ritz-Carlton in Almaty, featuring traditional horsemeat delicacies. Kilcollin described the local people as “overwhelmingly authentic,” noting their “ambitious, creative, and deeply confident” spirit. This cultural engagement extended to a pop-up event celebrating the brand’s presence in the region.

'Døds' Campaign: Embracing the Extreme

Complementing the ‘Year of the Horse’ campaign, Spinelli Kilcollin also launched the ‘Døds’ campaign. This separate initiative explores a similar philosophy of living intensely through the Norwegian sport of death diving. The campaign focuses on the critical moment of pause at the edge of a cliff before a dive, a metaphor for embracing life’s pivotal, often intimidating, experiences. Kilcollin collaborated with Norwegian artist and death diver Olav Stubberud and creative director Eva Gutowski for this project. Stubberud, photographed in the stark Nordic landscape, is shown plunging into icy water while wearing Spinelli Kilcollin jewelry, embodying the brand’s message of embracing life’s raw and authentic moments.

Both campaigns, though visually distinct, are unified by Spinelli Kilcollin’s core belief that fine jewelry should be a companion in life’s adventures, enhancing rather than hindering personal expression and experiences. The ‘Live Now. Polish Later.’ philosophy continues to resonate, encouraging wearers to fully engage with their lives, jewelry included.