Five different characters, from different places, with different cultures and emotions. Five unique protagonists who “frame” a moment of their lives and tell it in a spontaneous and authentic way. The new eyewear campaign by Giorgio Armani.

The campaign depicts five different views of the world, from five different characters who all hail from different corners of the world. Through the stylised black and white short film, frames of each of these lives are shared, from a horse ranch in Argentina to the rich tradition of aromatic Italian coffee and further a field to the snow covered wilderness of Finland. We also visit exotic scenes from Japan and Martinique.

But the journey does not stop there, through the remarkably advanced new ‘Frames For Life’ website that uses advanced ‘Face Tracking’ technology, visitors can navigate the site and explore the collection of exclusive models, embellished with iconic details, made of ultra light, technologically advanced materials that create a timeless style. No clicks are needed as eyes blinking and tracking are used to command the site.

During the online optically-lead experience users will find themselves presented with the opportunity to participate in the campaign by telling about a significant frame from their life, and potentially becoming the sixth character in this visually stunning story.

Expect to see more instalments of this ‘Frames for Life’ journey unravel over time. Stay tuned for more frames as they happen… 😉

Because beauty is in the eye of the beholder…