Piaget unveils “Ultimate Radiance”, an international advertising campaign inspired by the radiant beauty of the House’s creations, a seductive invitation to enter its world. Created by Geometry Global Paris in collaboration with Ogilvy, with the participation of photographer Inès Dieleman, the campaign perfectly represents the richness and diversity of Piaget’s signature audacity.
The “Ultimate Radiance” campaign manifests itself through a visual device that represents a return to a fundamental source at Piaget. She focuses on iconic creations that she places at the center of lavish aesthetic installations, conveying the “radiance” of each. Designed as mandalas mixing textures, lights and materials, the backgrounds evoke the sensuality, the absolute elegance or the unbridled extravagance of Piaget creations, reflecting the positive energy they exude. Everything is based on a great heritage of Piaget: audacity, surpassing oneself, shared pleasure, charm and freedom.
“Ultimate Radiance” presents Piaget watches and jewelry as exceptional masterpieces, highlighted on backgrounds that exalt their beauty and uniqueness. For example, strokes of light may create a radiating lattice pattern to emphasize the finesse and elegance of a Piaget watch. In the same way, concentric circles produced by shock waves in gold powder will exalt the solar dimension of a jewellery creation.
“The new campaign conveys a fundamental truth about Piaget, a truth that no other luxury house can claim. With this campaign, the intrinsic ‘radiance’ of Piaget’s creations, felt by those who wear them, shines through,” explains Philippe Léopold-Metzger, CEO of Piaget. “Ultimate Radiance powerfully expresses our core values and the effect produced by each of our creations.”
” Ultimate Radiance” speaks of Piaget’s signature creations and, beyond that, of the men and women who wear them. It’s more than an advertising statement, it’s the basis of a brand positioning that will be strongly supported both online and offline, through traditional press communication and social media initiatives.
The visuals, captured by renowned photographer Inès Dieleman, were meticulously crafted in the studio. In preference to digital tricks, she relied on the real effects of light and movement, of material and brilliance, and she used several techniques to create and convey her vision of each Piaget creation.
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