Embracing technological advancements to highlight its innovative jewelry designs, Picchiotti has introduced an AI-generated video ad campaign for its signature Xpandable and Reversible collections.

“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of the the Italian jewelry brand, in a statement. “For years, flat two-dimensional photographs have been the primary means of showcasing our jewelry. The new possibilities created by CGI and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves.”

The two videos, one for Xpandable and one for Reversible, follow each step in Picchioti jewels’ creation—from the origins of their diamonds and colored gemstones, to the handcraftsmanship at the company’s atelier in Valenza, Italy, to their journey across the ocean to the U.S.

“The videos were made specifically for the co-op TV advertising campaign that we are implementing with a group of our best partner retailers. [With] the very same videos…we are also implementing an extensive social media campaign, both sponsored and organic,” Maria Carola, Picchiotti’s marketing director, tells JCK. “Our partner retailers have access to these assets as well, and we see a lot of them are posting and reposting to keep spreading the Picchiotti sparkle.”

Carola explains how the campaign came to be. “When we started brainstorming for ideas to produce new TV commercials in 2023, we knew that we needed an innovative way to fully show the functionality of our beloved Xpandable and Reversible collections,” she says.

“Our young production team proposed the idea of an AI video that, without any human intervention, would be able to replicate the stretching and contracting of the Xpandable mechanism which allows rings to be worn on multiple fingers regardless of size and bracelets to slide over one’s wrist without cumbersome clasps. The same idea works for the Reversible pieces that add the element of versatility, revealing two designs in one.

“And that was it! After the important details were developed internally, we created a storyboard, selected the product, worked with a copywriter to flesh out the script, secured the voice-over and the music,” she continues. “The production team then took over, and through a sophisticated technology and the team’s capability of maneuvering that technology, they delivered a very innovative video that we feel has brought about a revolution.”

Picchiotti will likely continue using AI for marketing and advertising, according to Carola. “We feel that there is no going back now, and we will pursue this technology to keep delivering the Xpandable and Reversible message of luxury, comfort, and ease,” she says.

The videos can be viewed on Picchiotti’s website.

 

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