Unlike the previous AI generated campaign, the new storyboard for 2025 features a refined human element as a fashionable woman puts on the jewellery to transform herself into “the ultimate Masterpiece.” Innovative CGI technology showcases the functionality of the expanding and contracting rings and bracelets. The campaign, co-sponsored in part by the brand’s esteemed jewellery retailers across America, will be distributed to a highly targeted audience (viewers with $1m net worth or HHI of $250K+, within a 25 mile radius of the partner retailer) on streaming platforms and cable TV networks such as Bravo, CNN, ESPN, The Hallmark Channel, HGTV, NBC Peacock, and more. The campaign will also include digital advertising on premium publishing sites such as Vogue.com, Elle.com, Fashionista.com, Glamour.com, HarpersBazaar.com, InStyle.com and more.
“I have always been enchanted by the concept of the masterpiece,” says Giuseppe Picchiotti, founder and lead designer of the PICCHIOTTI brand. “For decades, we have been working diligently, securing exceptional gemstones to create the most beautiful jewellery treasures. And now, we are embracing the idea of making our customers into masterpieces. A well-dressed sophisticated woman is a sight to behold, no doubt. But when she adds the natural beauty of superlative gems and exquisitely crafted fine jewellery, she is transformed into a work of art herself – the literal sparkle of the gems radiates with the power to match her own inner brilliance.”
The new “Ultimate Masterpiece” campaign was filmed in an ancient castle near the city of Valenza, the home of the PICCHIOTTI brand. A beautiful woman uses her antique key to open the sizable, elegant castle doors, allowing the audience to see inside the “art and culture of Italy” where “the secret of inspiration” resides. A short CGI sequence showcases the expanding and contracting mechanism of PICCHIOTTI’s Xpandable rings and bracelets as Italian opera underscores the on-screen action. The audience then follows the leading lady as she takes in the art on the walls and the grandeur of the architecture. She puts on an Xpandable bracelet and ring, demonstrating the luxurious comfort and ease as the bracelet goes smoothly onto her wrist with no cumbersome clasp and the ring slides gently over her knuckles. She confidently looks straight into the lens of the camera as she emotionally evolves into the “ultimate masterpiece.”
The campaign launched on November 3, 2025, airing on television in specific markets where the co-op retail partners are located, as well as on the fashion media outlets listed above. It will also be live on the PICCHIOTTI website and will be promoted on social media.
“For this new campaign, we are choosing Connected TV, also known as Streaming TV, with the goal of reaching our target customers no matter where or how they watch their favorite content,” says Maria Carola Picchiotti, Marketing Director at PICCHIOTTI. “Connected TV delivers high impact impressions for our retail partners as the ads are non-skippable and air on smart TVs, mobile phones, and streaming devices such as Roku. The imagery is stunning and emotionally evocative. We are confident it will generate healthy business and increased brand awareness for both PICCHIOTTI and our retail partners.”