Luxyt - Campagna Video AI

Luxyt is an Italian aggregator of pre-loved luxury goods — handbags and high-end accessories — connecting physical retailers and e-commerce sellers with buyers looking for authenticated items selected by price, condition, and authenticity.

The brief called for a brand video campaign with a clear creative mission:
to reframe second-hand luxury not as a compromise, but as a conscious and desirable choice.

A piece with a history is not worth less — it carries more.

Step 1 — Storyboard

The campaign is built around a single narrative thread: a Gucci Jackie 1961 that has passed through three cities and three different women, before finding its fourth owner through Luxyt. Each scene was designed to evoke a specific emotional register — elegance, spontaneity, energy — while keeping the bag as the constant protagonist across time and geography.

The story unfolds in eight scenes: an opening product shot of the bag on a white pedestal; three street scenes in Paris, Milan, and New York, each with a different woman wearing the Jackie; an interior scene of the fourth woman browsing the Luxyt app on her iPhone; a POV shot of the app screen showing the listing; a wardrobe mirror scene as she tries the bag for the first time; and a final sunset scene as she walks away into a European cityscape — the bag now hers, its next chapter beginning.

Step 2 — AI Model Generation

All four female characters were created entirely with AI. Each model was built from scratch — no real references, no stock photography — and generated across multiple views: full figure, half bust, face close-up, bag close-up, and rear shot. The goal was to achieve a level of photorealism indistinguishable from a professional fashion shoot, with consistent identity across every angle and scene.

Before generating any scene, a dedicated AI model of the Gucci Jackie 1961 was trained using a set of real photographs of the bag taken from multiple angles. This ensured maximum fidelity to the original product throughout the entire campaign — from the GG Supreme canvas to the white trim, the blue-red web strap, and the gold hardware.

Step 3 — Scene Generation

With the characters established, each scene of the storyboard was generated individually — placing every model in her city, in her moment. Paris, Milan, New York, and the final European sunset location were all built through AI image generation, using real photographic references for the urban backgrounds to ensure geographic authenticity and visual coherence with the narrative.

Every scene was produced in multiple shots to replicate the language of a real film production: wide establishing frames, medium shots, and close-ups on both the model and the bag. The result is a set of images that function as the visual backbone of the campaign — cinematic, consistent, and ready for animation.