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Valenza, Italy--Valenza Italian jewelry brand, Picchiotti, launched an advertising campaign highlighting the artistry and functionality of its popular Xpandable collection.

The campaign features a fashionable woman puts using Picchiotti jewelry to transform herself into “the ultimate Masterpiece.” CGI technology showcases the functionality of the expanding and contracting rings and bracelets.

[The woman at the center of the new Picchiotti ad campaign]

The campaign, co-sponsored in part by the brand’s jewelry retailers across America, will be distributed to a targeted audience of viewers within a 25 mile radius of the partner retailer with a net worth of $1 million or an annual household income of more than $250,000. It will appear on streaming platforms and cable TV networks such as Bravo, CNN, ESPN, The Hallmark Channel, HGTV and NBC Peacock. The campaign will also include digital advertising on premium publishing sites such as Vogue.com, Elle.com, Fashionista.com, Glamour.com, HarpersBazaar.com, and InStyle.com.“I have always been enchanted by the concept of the masterpiece,” says Giuseppe Picchiotti, founder and lead designer of Picchiotti. “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 jewelry, 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 Picchiotti.

In the ad, 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 woman 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.”

You can view the campaign on the Picchiotti.com website.