Lucardi - Gewoon Schitterend, Built With AI
Lucardi, the largest jeweller in the Netherlands, took its new positioning to television for the first time. Together with Fitzroy we produced the launch commercial and its billboard entirely with AI: the start of an ordinary morning, seen up close, with the jewelry and that unmistakable lilac in the leading role. Gewoon schitterend is now on air and online.
Lucardi - Gewoon Schitterend, Built With AI
Lucardi, the largest jeweller in the Netherlands, took its new positioning to television for the first time. Together with Fitzroy we produced the launch commercial and its billboard entirely with AI: the start of an ordinary morning, seen up close, with the jewelry and that unmistakable lilac in the leading role. Gewoon schitterend is now on air and online.
Lucardi - Gewoon Schitterend, Built With AI
Lucardi, the largest jeweller in the Netherlands, took its new positioning to television for the first time. Together with Fitzroy we produced the launch commercial and its billboard entirely with AI: the start of an ordinary morning, seen up close, with the jewelry and that unmistakable lilac in the leading role. Gewoon schitterend is now on air and online.
The Challenge: Small Moments, TV Quality
Fitzroy had just given Lucardi a new pay-off: Gewoon schitterend. The first commercial had to make it tangible through the small moments of a morning that jewelry makes a little more special. Turning off the alarm, a smiley on a steamed-up window, one last look in the mirror.
Close-ups leave nowhere to hide, and every piece on screen is a real product customers will ask for in store. The film also had to meet the technical demands of Dutch television and a fixed air date.
The Challenge: Small Moments, TV Quality
Fitzroy had just given Lucardi a new pay-off: Gewoon schitterend. The first commercial had to make it tangible through the small moments of a morning that jewelry makes a little more special. Turning off the alarm, a smiley on a steamed-up window, one last look in the mirror.
Close-ups leave nowhere to hide, and every piece on screen is a real product customers will ask for in store. The film also had to meet the technical demands of Dutch television and a fixed air date.
The Challenge: Small Moments, TV Quality
Fitzroy had just given Lucardi a new pay-off: Gewoon schitterend. The first commercial had to make it tangible through the small moments of a morning that jewelry makes a little more special. Turning off the alarm, a smiley on a steamed-up window, one last look in the mirror.
Close-ups leave nowhere to hide, and every piece on screen is a real product customers will ask for in store. The film also had to meet the technical demands of Dutch television and a fixed air date.
The Process: Storyboard, Model, Motion
We built the film the way a live-action production is built, with AI as the tool in every step. Storyboard first. Then the model and her world: her face, her bathroom, the lilac, the early light, all locked before a single frame moved. Only then did the shots come to life as video.
The jewelry was never left to the model. Each piece was retouched in from photographs of the real product, so the ring on screen is the ring in the shop. Fitzroy handled sound and voice-over.
The Process: Storyboard, Model, Motion
We built the film the way a live-action production is built, with AI as the tool in every step. Storyboard first. Then the model and her world: her face, her bathroom, the lilac, the early light, all locked before a single frame moved. Only then did the shots come to life as video.
The jewelry was never left to the model. Each piece was retouched in from photographs of the real product, so the ring on screen is the ring in the shop. Fitzroy handled sound and voice-over.
The Process: Storyboard, Model, Motion
We built the film the way a live-action production is built, with AI as the tool in every step. Storyboard first. Then the model and her world: her face, her bathroom, the lilac, the early light, all locked before a single frame moved. Only then did the shots come to life as video.
The jewelry was never left to the model. Each piece was retouched in from photographs of the real product, so the ring on screen is the ring in the shop. Fitzroy handled sound and voice-over.
The Result: Closer, and On Air
AI is usually brought in for spectacle. Here it was used to get closer: a sleepy hand on the alarm clock, drops on a shower door, a lipstick smudge caught just in time. The film keeps the small imperfections that make a morning recognisable, and every shot carries a small AI mark.
The commercial and its billboard, a macro film of the jewelry itself, now run on Dutch television and online: the first film under the new positioning and the opening of a series.
The Result: Closer, and On Air
AI is usually brought in for spectacle. Here it was used to get closer: a sleepy hand on the alarm clock, drops on a shower door, a lipstick smudge caught just in time. The film keeps the small imperfections that make a morning recognisable, and every shot carries a small AI mark.
The commercial and its billboard, a macro film of the jewelry itself, now run on Dutch television and online: the first film under the new positioning and the opening of a series.
The Result: Closer, and On Air
AI is usually brought in for spectacle. Here it was used to get closer: a sleepy hand on the alarm clock, drops on a shower door, a lipstick smudge caught just in time. The film keeps the small imperfections that make a morning recognisable, and every shot carries a small AI mark.
The commercial and its billboard, a macro film of the jewelry itself, now run on Dutch television and online: the first film under the new positioning and the opening of a series.
