As a pioneer in jewellery innovation, PICCHIOTTI now leverages cutting-edge AI technology to bring its design creativity to life in a stunning commercial collaboration with its esteemed retail partners across America.
“I have never been more excited about the future,” said Giuseppe Picchiotti, founder and lead designer of the brand. “For years, flat two-dimensional photographs have been the primary means of showcasing our jewellery. The new possibilities created by CGI and AI are exciting. The imagery for our new campaign is almost as breathtaking as the jewels themselves!”
A Visual Journey Through Craftsmanship and Innovation
Now live on the PICCHIOTTI website and airing on television in select markets, the “Spotlight” campaign uses AI-generated imagery to explore the origin, craftsmanship, and luxurious functionality of the Xpandable rings and bracelets, as well as the versatility of the Reversible Xpandable designs. The videos provide exquisite detail, immersing viewers in the journey of these jewels.
The campaign begins by delving into the intrinsic value of diamonds and coloured gemstones, showcasing their origins deep within the Earth. Viewers are guided through the transformation of these exceptional stones at the PICCHIOTTI atelier in Valenza, Italy, where master artisans blend precious metals with traditional craftsmanship to create wearable works of art. The journey concludes in New York City, where the jewellery takes centre stage in the vibrant fashion scene, symbolising the radiance they bestow upon the wearer.
Highlighting Xpandable Collections
The first video in the campaign celebrates the Xpandable collection, renowned for its unique ability to provide long-lasting comfort without compromising elegance. The second video focuses on the innovative Reversible Xpandable collection, offering two designs in a single piece of jewellery—an embodiment of versatility and style.
Emotional Connection Through Fine Jewellery
Maria Carola Picchiotti, Marketing Director at PICCHIOTTI, highlights the deeper connection evoked by fine jewellery. “We wear fine jewellery to express something about ourselves, that we are worth it. We gift fine jewellery 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.”
Both videos conclude with a poignant sentiment: “Eternal radiance always puts YOU in the spotlight.” This powerful message encapsulates the joy and confidence that PICCHIOTTI’s creations inspire, affirming their commitment to crafting timeless pieces that celebrate individuality and luxury.
