Ghibli
Project Info
Ghibli, a Tuscan leather goods house founded in 1968, is known for hand-woven bags made in limited runs near Florence. The brand needed social content with the reach of an outdoor campaign and the craft of a product film — something that would travel organically without a media buy, while holding the level of detail that justifies a luxury price point.
Key Details
MAD CGI produced a FOOH campaign placing the bag at architectural scale in a recognisable Italian setting. The weave was the hard part. The pattern, the leather grain and the way light passes through the handwork all had to stay correct at building size, with shadow and reflection matched to the real plate so the object sits in the location rather than on top of it. The piece was framed vertically and cut for a phone-first audience.
Result
The campaign reached 500K+ views across platforms and gave the brand a piece of content that reads as both a landmark and a product shot. CGI delivered the presence of an out-of-home placement without the permits, the location fees or the media spend — and the 3D asset remains reusable for future collections.