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Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign
The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
The two campaign videos showcase jewels from the “Xpandable” and “Reversible Xpandable” collections. Pictured here is an Xpandable bracelet in one of the AI-generated videos.
Valenza, Italy—Picchiotti moved away from two-dimensional photos for its new campaign, creating a video campaign with the use of artificial intelligence (AI).
The “Spotlight” campaign, comprised of two videos, showcases the brand’s “Xpandable” and “Reversible Xpandable” collections in short films that utilized the latest AI technology to put the rings, bracelets, and earrings in motion across the globe.
By using this technology, the beauty, value, and functionality of the designs in the two collections are shown in exquisite detail, said Picchiotti.
“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of Picchiotti.
“For years, flat two-dimensional photographs have been the primary means of showcasing our jewelry. The new possibilities created by CGI [computer-generated imagery] and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves!”
The “Spotlight” campaign, comprised of two videos, showcases the brand’s “Xpandable” and “Reversible Xpandable” collections in short films that utilized the latest AI technology to put the rings, bracelets, and earrings in motion across the globe.
By using this technology, the beauty, value, and functionality of the designs in the two collections are shown in exquisite detail, said Picchiotti.
“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of Picchiotti.
“For years, flat two-dimensional photographs have been the primary means of showcasing our jewelry. The new possibilities created by CGI [computer-generated imagery] and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves!”
Both videos open the same way, with a scene of gemstones in space floating amongst stones. The brand explained it as an exploration of the intrinsic value of diamonds and colored gemstones since they originate from deep in the earth.
The scene continues as the gemstones travel through the air to Picchiotti’s atelier in Valenza, Italy and become pieces of fine jewelry.
The difference between the two videos is here, when the jewels turn into one of the two collections.
After they have transformed into a Picchiotti piece, with the addition of precious metals, the jewelry crosses the ocean to New York City’s fashion scene and floats on a stage to symbolize “the radiance of the spotlight they shine on the wearer,” said the brand.
Both videos end with the narrator saying, “Eternal radiance always puts you in the spotlight.”
The campaign celebrates the origin, craftsmanship, and luxurious ease of the “Xpandable” rings and bracelets that are meant to be comfortable for the wearer, and the versatility of the “Reversable Xpandable” bracelet and earring designs that can be flipped over to offer the look of two pieces in one.
“We wear fine jewelry to express something about ourselves, that we are worth it,” said Maria Carola Picchiotti, marketing director at Picchiotti.
“We gift fine jewelry as a lasting symbol of love that, like our affection, will stand the test of time. This feel-good factor is enhanced by singularity. Each diamond or precious gemstone is as unique as a snowflake. At Picchiotti, we invite you to celebrate your own uniqueness.”
The Spotlight campaign is appearing on television in specific markets, including Chicago; Pittsburgh; Jackson Hole, Wyoming; Dallas; Houston; and Tyson’s Corner, Virginia.
The campaign can also be viewed on the Picchiotti website.
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