PICCHIOTTI Puts You in the Spotlight – C.G.I Video Campaign Celebrates the Xpandable™ Jewelry Collections

PICCHIOTTI Puts You in the Spotlight – C.G.I Video Campaign Celebrates the Xpandable™ Jewelry Collections

PICCHIOTTI is thrilled to present its all-new state-of-the-art video campaign in celebration of its beloved Xpandable™️ and all-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 major commercial campaign in partnership with its esteemed retailer partners 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 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. It also sets PICCHIOTTI apart as a progressive forerunner, opening the door to creative possibilities for fine jewelry campaigns that would not be achievable with more basic or standard technology. 

ORIGIN & TRANSFORMATION

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. The PICCHIOTTI family has been scouring the planet for decades in search of only the very finest of gems. Their commitment to uncompromising quality is a hallmark of the PICCHIOTTI brand, and their expert goldsmiths meticulously convert each and every gem into a precious work of art.  

On-screen, we follow these superlative stones as they travel on a gorgeous and emotional journey to the very heart of Valenza, Italy where they are transformed with precious metals and handcraftsmanship into wearable works of art. They 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 visual 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. 

TRADITION MEETS INNOVATION – XPANDABLE™️ 

PICCHIOTTI Xpandable bracelets literally expand and contract in the video, showing the ease of wear and the fusion of form and functionality. The revered “made in Italy” artisanal tradition of the PICCHIOTTI atelier is enhanced by innovative design and advanced technology. As shown in the campaign, the brand expertly blends its Italian goldsmithing heritage with patented technology* that solves practical problems. The invisible hardware inside each Xpandable ring and bracelet allows the rings to expand up to two ring sizes or the bracelets to gently slip over the wrist, providing thoughtful solutions to the nuisances of ring sizing and cumbersome bracelet clasps.  

Comfort and ease are critical in the contemporary luxury world. The campaign shows how PICCHIOTTI’s Xpandables offer long-lasting comfort without sacrificing beauty or refinement. The hidden technology allows a broad range of expanding designs. There may be others with expanding jewelry options, but PICCHIOTTI is one of the only jewelry brands with such durable precision that even the very finest of gemstones, such as pigeon’s blood rubies, can be set into Xpandable designs.   

The PICCHIOTTI design team is continually balancing exceptional beauty with reliable functionality. From basic tennis bracelets to one-of-a-kind architectural designs, Xpandable jewels capture attention while remaining easy and comfortable to wear on a daily basis. 

* Patent applies to select designs. 

VERSATILITY & TRANSFORMATION – REVERSIBLE XPANDABLE™️

The second of the two campaign videos celebrates the incredible versatility of the new Xpandable Reversible™️ collection. The new reversible styles literally offer two designs in one piece of jewelry, allowing you to customize your look with ease. Diamond drops on precious earrings gently turn to reveal an all-gold drop for a more casual look. Necklaces studded with diamonds can be instantly toned down with a simple flip to an all-white ceramic, all-gold, or mother-of-pearl necklace instead. Xpandable bracelets and rings are also reversible, featuring different hues on each side for an easy switch to pair well with more items in your wardrobe.   

PICCHIOTTI has been embracing versatility more and more as contemporary on-the-go lifestyles have created a demand for more casual styling. Reversible Xpandables offer the added value of elegance combined with practicality and adaptability. For example, a turquoise and diamond expanding bracelet can flip over to reveal a gold and white style.  Wear the turquoise and diamonds when you need a flash of sparkle and color; flip to the white and gold when you need a more basic look to wear with neutrals or monochromatic white ensembles. 

EMOTION 

Lastly, the Spotlight campaign embraces the genuine emotion of adornment. We wear fine jewelry to express something about ourselves, that we are worth it. 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 or a fingerprint. At PICCHIOTTI, we invite you to celebrate your own uniqueness. The videos leave us 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.  

 

If you liked this, you might also like: 

At Home with PICCHIOTTI – Behind the Scenes at the Italian Heritage Brand’s Atelier 

Jewelry With a Twist – PICCHIOTTTI’s Reversible Xpandable™️ Collection Offers Two Designs in One 

Designing With Precious Gems – How PICCHIOTTI Creates Luxury in Color 

Italian Jewelry – A Heritage of Gold Craftsmanship in Valenza