In recent years, technologies seem to have become synonymous with the concept of time: their lightning-fast development and operation is no longer computable in the measuring systems we know, and has become the same golden law of life that we wake up to. get up and go to sleep. Augmented reality and awesome new virtual worlds cover absolutely every corner of the world and industry – fashion along with jewelry was no exception. And the Italian Bulgari House’s 2022 holiday campaign is clear (and downright awesome) proof of that.
The brand’s team codenamed the campaign “I believe in miracles.” The central motifs were the glowing fireflies, which not only symbolized the endless starry sky but also took you back to the magic of childhood – a wonderful opportunity to re-experience those very, truly joyous emotions that come from catching insects on a summer night.
Working closely with social media creators around the world, the Bulgari team decided to make it possible for every user to share the wonders. Just turn on your phone’s front camera and start smiling as fireflies start to appear on the screen. And the bigger your smile, the bigger you will experience the magic of your childhood. Also, virtual and real will become indistinguishable with the movements of the hand, which will turn into a kind of magic wand on the screen – a literal metaphor that the power is always in ourselves.
Another attempt at home augmented reality is expressed in an equally magical story that expands the sense of vacation. In each of the Bulgari boutiques you can now find a special QR code, hovering over any visitor will be transported to a certain stage, flavored with plenty of bright gifts. And of course, when you click on the second one, the gifts will turn into fireflies, completing the general line of the campaign. Such a story activates another harmony of the good old paradigm of the joy of bygone years – it is enough to recall childhood emotions such as happily welcoming fireflies from receiving gifts, and the ordinary will shine again with new colors.
Source: People Talk
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
