Milanese jeweler Pomellato is pushing the boundaries of artistic expression by seamlessly integrating artificial intelligence into its latest project. Departing from traditional luxury sector norms, Pomellato's innovative approach combines generative AI with the artistic vision of Milanese artist Alberto Maria Colombo, resulting in a mesmerizing video titled "Nudo Crafted Emotions." This groundbreaking delivery transcends the conventional functionality of technology in the luxury realm, opting instead for an abstract exploration of mediums like photography and painting.
"I admire the artistic concept behind Alberto Maria Colombo’s film ‘Nudo Crafted Emotions’ that incorporates generative AI to create a modernized impressionist moment for Pomellato, not to be mistaken for a microdosing moment wearing Pomellato," said Casey Golden, CEO of Luxlock, New York.
"The film redirected my emotional response from an essence reminiscent of Monet and Seurat and infused the sentiment with the Pomellato brand," she said. "Monet and Pomellato would be a natural but impossible collaboration in the 21st century, but Alberto is using generative art applications to push the boundaries for artists and luxury homage."
This artistic endeavor strategically places the consumer at the forefront, diverging from typical jewelry marketing tactics. The video unfolds sans dialogue or product close-ups, relying on the ethereal effects of AI-generated graphics to captivate audiences. As Pomellato's Nudo Collection takes center stage, the film highlights the brand's gemstones and settings while immersing viewers in a fantastical environment.
The accompanying online landing page delves deeper into the theme, associating values with each gemstone. Colombo's artistic interpretations breathe life into the campaign, connecting sentiments like ambition and emotional delicacy with specific gemstones. In a nod to the current trend of seeking deeper connections and meaning, Pomellato's campaign aligns with the zeitgeist, much like Bulgari's "Scentsorial" demonstration that turned olfactory experiences into unique NFTs.
AI artistry
Executed in tandem with Milanese artist Alberto Maria Colombo, vivid colors emitted by gemstones such as amethyst, garnet and obsidian serve as the source of inspiration for “Nudo Crafted Emotions.” At the core and put plainly, the new asset prioritizes the very consumer that Pomellato’s accompanying product line seeks to engage. For the effort, Mr. Colombo attempted to translate his emotional response to each of the 10 gemstones used by Pomellato across its stackable Nudo Collection, employing a language equally as immersive as the fragments of light that are reflected from the surfaces of said pieces, in real life. The brand’s offering mimics this natural occurrence, in fact. What has resulted from Mr. Colombo and Pomellato’s joint vision is a series of portraits, backed by dynamic illustrations observed throughout the video.
The brand's Nudo Collection serves as the source of inspiration for the new film
The blurred, ethereal effects of AI-generated graphics – Pomellato leans into the tool to create this imagery – are applied with ease as a model, who saunters through the famed Villa Necchi estate, an avant-garde architectural relic of the 1930s, appears to make her way through surroundings which themselves meet the viewer in motion.
The strategic fusion of sentiment and technology showcased by Pomellato's campaign underscores a broader trend in the luxury sector. Examples like Bulgari's use of Web3 platforms and AI-driven holiday window displays indicate a shift toward sentiment-driven technological approaches, potentially reshaping the luxury landscape. As consumers increasingly seek meaning in their acquisitions, Pomellato's innovative blend of AI and artistic expression may pave the way for a new era in luxury marketing.
Read more: https://www.luxurydaily.com/pomellatos-nudo-collection-inspires-ai-generated-campaign-imagery/
