Client
Versace
Overview
The “New Digital Artists” campaign explored the intersection of AI and influence. 25 creators were tasked with using generative tools to reinterpret the Greca Goddess handbag through their own lens. Each piece of content put creativity front and centre while positioning Versace as a forward-thinking luxury brand embracing new digital forms.
Client
Versace
Industry
Luxury / Fashion
Service
Campaign Lead
Creative Strategy
Creator Casting & Management
Content
Campaign Reporting
Duration
8 Weeks
The Challenge
Versace needed to: - Launch a high-end product in a fresh and culturally relevant way - Tap into the digital art and creator space without losing brand prestige - Showcase the handbag’s story without traditional luxury tropes - Generate organic interest from new audiences - Drive reach and engagement on a lean content volume
The Solution
- Creator Selection: Curated 25 digital-first creators working at the edge of AI and visual storytelling - Generative Briefing: Tasked each creator with reinterpreting the Greca Goddess bag through AI, CGI, or digital techniques - Creative Freedom: Let each creator shape their vision, putting storytelling and artistic expression first - Platform-First Content: Designed for high performance on Instagram Reels and Stories - Optimised Paid Strategy: Supported with smart paid media for reach without compromising authenticity - Proof of Concept: Built a scalable model Versace could continue through future creator seasons
The Result
- 28.6M reel plays - 5.7% average engagement rate - 1,456% play rate increase from AI content (vs brand average) - 29M Instagram impressions - Up to 4.5M organic views for a single asset Versace confirmed a Season 2 rollout with the same creator-first model
