(PRESS RELEASE) VALENZA, IT — PICCHIOTTI, the Valenza based Italian heritage jewelry brand, presents its all-new state-of-the-art AI-created video campaign in celebration of its beloved Xpandable and new Reversible Xpandable collections. As a global leader in jewelry innovation, PICCHIOTTI is now also embracing the latest AI technology to expertly showcase the beauty, value, and functionality of its design creativity in a commercial campaign, in partnership with its esteemed retailers across America.
“I have never been more excited about the future,” says Giuseppe Picchiotti, founder and lead designer of the PICCHIOTTI brand. “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!”
Now live on the PICCHIOTTI website, as well as airing on television in specific markets where the brand’s best retailers are located, the new “Spotlight” campaign used AI to create computer-generated imagery that celebrates the origin, craftsmanship, and luxurious ease of Xpandable rings and bracelets and the versatility of the Reversible Xpandable designs. The technology allows the jewelry to be highlighted in exquisite detail, providing a powerful visual impact for the viewer.
The campaign videos begin by exploring the intrinsic value of diamonds and colored gemstones, literally showing their origins from the core of the earth itself. On-screen, we follow the superlative stones as they travel on a journey to the PICCHIOTTI atelier in the heart of Valenza, Italy where they are transformed with precious metals and handcraftsmanship into wearable works of art. The jewels then cross the ocean to arrive in the thriving fashion scene of New York City, where the jewelry literally takes center stage, symbolizing the radiance of the spotlight they shine on the wearer. With such evocative storytelling, the videos highlight the extraordinary beauty and rarity of the gems themselves, from their “birth” to their ultimate realization as finished pieces of fine jewelry.
The first of the two videos highlights the successful Xpandable collection, showing how these designs offer long-lasting comfort without sacrificing beauty or refinement. The second of the two campaign videos celebrates the versatility of the new Xpandable Reversible collection which offers two designs in each piece of jewelry.
The campaign also embraces the genuine emotion of adornment. “We wear fine jewelry to express something about ourselves, that we are worth it,” says 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.” Both videos end with the final thought that “eternal radiance always puts YOU in the spotlight” – a powerful sentiment that speaks to the feelings that only rare gems and extraordinary diamonds can provide.
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To view the video campaign, visit the website.
