The Jump

BIG IDEA

The phrase "dive into the heart of Acqua Di Gio" perfectly embodies the essence of the Armani brand by offering a complete sensory immersion. This concept, with a visual transition from the sun to an underwater space, symbolizes the depth and duality of the fragrance.

Evoking infinity and adventure, it invites exploration of the nuances of Acqua Di Gio, reflecting the quest for freshness and elegance. This metaphorical dive captures the authenticity, sophistication, and innovation of Armani, creating a memorable experience consistent with its values.

CONCEPT

To support the proposed concept for the brand, the creative teams developed a series of experiential and digital concepts integrated into a cohesive brand architecture.

A detailed breakdown of materials, mechanics, and interactions was created, allowing for a clear understanding and visualization of the ideas. This guides the project in a specific direction, facilitating its validation and development.

ARTISTIC DIRECTION

For the Acqua Di Gio project, our teams adopted a bold black-and-white artistic direction, blending elegance with visual impact.

The graphic style explores a smooth transition, moving from a sunny sky to a deep immersion in the underwater world.

Each element is meticulously crafted to provide an immersive and captivating experience, perfectly in tune with the refined and timeless spirit of the Acqua Di Gio brand.

GRAPHICAL DESIGN

To create unique content for the experience, we worked on perfect synchronization between the timing of a jump and the persistence of visual content.

A combination of different visual sequences was calibrated and mixed to create a continuous effect. This is complemented by precise motion work to emphasize the sensation of descent and provide a visual narrative that aligns with the launch.

The graphic content is adaptable to multiple formats, allowing for diversification across different media.

DEVELOPMENT

Creating an immersive experience relies on a meticulous selection of technologies that align with the architecture and customer journey:

• The choice of ultra-thin bezel screens provides a uniform and interactive background.

• The use of a high-quality camera and lens ensures a premium output, even in dark environments.

• The integration of a tablet allows for smooth interaction with the architecture, ensuring perfect synchronization of equipment (lighting, sound, recording, graphic content).

MODULARITY

To enable international deployment, we adapted the concept for various configurations by offering a technology choice suitable for each use and device:

• Immersive Room: Comprising a wall of screens, we capture the customer's jump and create a video to share on social media, applying a graphic overlay.

• Small Podium: Using a large screen, the user interacts with augmented reality content before being invited to continue on Instagram.

• iPad and Mobile Format: Utilizes Instagram to offer a facial filter with an aquatic augmented reality effect.

DEPLOYMENT

The deployment of the Acqua Di Gio experience has expanded to Europe and the Asia region, offering a range of configurations from a simple iPad to a standard screen, and even to a fully immersive space.

This experience has not only enhanced the brand's visibility on social media but has also played a key role in driving consumer engagement in-store.