The Challenge
While at Anton & Partners, we were challenged by Piranesi to create an advertising campaign showcasing its most coveted couture pieces.
The family-run business was founded in Milan over a century ago by Abraham Hajibay, whose vision was rooted in what he described as “the Italian Renaissance tradition of artistry.”
The challenge was to create a campaign that honored that Italian heritage while capturing the craftsmanship and artistry of Piranesi’s one-of-a-kind jewelry in a striking, memorable way.
Services Provided:
Creative Direction
Art Direction
Compositing/Retouching
The Campaign Concept
Our idea was to showcase Piranesi’s couture jewelry within stylized recreations of classic Italian Renaissance paintings—connecting the artistry of the collection with the artistic heritage embedded in the brand’s DNA.
A “masterpiece within a masterpiece” became the organizing thought, and the Italian Masterpieces campaign was born.
The Challenge
The final imagery combined original photography with carefully selected compositional, textural, and environmental references from Renaissance paintings to recreate the mood and visual language of the source works.
A subtle canvas texture was carried across the models’ skin and clothing, helping integrate the photography into the painterly character of the original works.
An additional production challenge was preserving that texture across both print and large-format outdoor applications. Multiple press proofs and test prints were used to refine the treatment and ensure the intended effect held up at different scales.
The jewelry was intentionally left free of the canvas texture, creating a crisp focal point against the painterly treatment of the surrounding image.
