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Ariel Bekesi

Mary Therese Duterte

Giuliana Petti

The Jacket.

  • Generational Connection

    Campaign visuals and narratives showcasing Armani garments as timeless investments, worn and cherished across decades.
    Feature families and individuals from different generations wearing the same Armani pieces in different ways.

  • Evolving Shopping Habits

    Align Armani with the growing appreciation for vintage and sustainability.

    Reinforce Armani as an investment in lasting style rather than fleeting trends.

  • Emotional Engagement

    Shift focus from product-driven marketing to human-centered stories.
    Highlight the sentimental value behind Armani clothing—"A jacket that fell on the shoulders of fathers before you."

Video Generated by AI

Photos Generated by AI

Social Media

Family as a Dynamic Concept

The campaign focuses on showcasing diverse family structures, highlighting that the definition of family is fluid, dynamic, and evolves with different contexts.

The Jacket as a Unifying Element

Styled differently to reflect each generation’s unique preferences, “The Jacket” serves as a timeless thread connecting all looks under the cohesive aesthetic of Giorgio Armani.

Curated Spotify Playlist

Designed to enhance the campaign experience, the playlist reflects the mood and timeless elegance of Threads of Time, creating an emotional connection through music.

Interactive QR Code

Strategically placed without overt branding to spark curiosity, encouraging people to scan and discover the playlist, leading them to engage with the Giorgio Armani universe in an immersive way.

E-Commerce & Interface

Website as a Key Campaign Tool

Giorgio Armani homepage is a crucial platform for launching campaigns, reaching both existing and potential customers on a broad scale.

Figma Mockup Visualization

We created a mockup in Figma to showcase how the Threads of Time campaign can be seamlessly integrated into the website, enhancing visibility and brand consistency.

Segment Based Communication

Tailored Newsletter Design

We created a personalized newsletter to introduce the Threads of Time campaign, ensuring existing clients receive an exclusive preview and feel connected to the brand’s evolving story.

Customized Event Invitations

Using a family-filtered client list, we designed bespoke invitations for VIP clients and their families, enhancing the personal touch and encouraging attendance at the exclusive Threads of Time event.

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Visual Merchandising

Innovative AR Mirror Experience

Installed in select Giorgio Armani stores hosting the Threads of Time event, AR mirrors allow customers to virtually try on the iconic jacket, blending technology with luxury fashion.

Enhanced Customer Engagement

This interactive installation offers customers a unique, immersive experience, enabling them to visualize different styles and outfits while physically admiring the craftsmanship of the jacket.

Event

Tailored Experiences for Families:

The event will offer personalized styling sessions, live showcases of the iconic jacket, and a unique opportunity for families to create lasting memories while engaging with the Armani legacy.

Encouraging Legacy and Style

The event will inspire the passing down of the iconic Armani jacket through generations, creating an environment where diverse generational styles coexist, and showcasing the journey of becoming an Armani woman or man across time.

Photos Generated by AI