Dolce & Gabbana chooses stop motion tech for fun Christmas campaign

By

Sandra Halliday

Published
Dec 8, 2021

Dolce & Gabbana is opting for a theatrical approach to its Christmas 2021 campaign, expanding on its previously-aired animated avatars with stop motion tech that shows the label’s founders dancing and singing as they celebrate its product offer.

The product categories in the series of short films take in eyewear, casual and dressy footwear, fragrance, homewares, watches, jewellery and bags.

The company, whose eyewear licence is held by Luxottica, said the “show in grand style, [is] illuminated by the tradition of Sicilian lights and immersed in the atmosphere of an international musical, sparkling and full of joy”.

The hand-made setting recreates a street of theatres with two small  mannequins representing Domenico Dolce and Stefano Gabbana. The “protagonists of this exciting show have been modelled and 3D printed, with joints specially designed to allow micro-movements”. The faces and accessories of the miniatures have been finished and painted by hand and the clothes made to measure in the Dolce & Gabbana workshops. 

It’s an interesting and different approach this season when so many brands are opting for more sentimental festive season ad themes following last year’s difficult Christmas.