The global campaign celebrates the 10th anniversary of Sì, the iconic women’s fragrance from the luxury brand Armani Beauty. The commercial features for the first time an ensemble of female figures, in which the two absolute protagonists stand out: Cate Blanchett, historical and iconic face of the fragrance, and Sadie Sink, consecrated by King Giorgio as the brand’s new beauty icon. Both modern symbols of freedom, leadership and sophisticated charm, like the fragrance Sì Eau De Parfum Intense. The commercial, directed by New York director Amber Grace Johnson, translates femininity in all its nuances through a symphony of Sì The international project has been rolled out across all touchpoints and platforms with global media planning.
Year
2023
