June 20, 2023 — Mido has unveiled its worldwide communication campaign, “The Eyewear Universe,” inspired by the combination of human creativity and artificial intelligence (AI).
 
“[Mido] has consistently put its trust in technological and digital innovation,” says Mido president Giovanni Vitaloni. “We welcome the opportunity that artificial intelligence offers us to explore the new frontiers of visual communication, knowing full well the extent to which human creativity is irreplaceable and that understanding the new technologies means knowing how to manage them intelligently.”
 
Designer and artist Max Galli, in partnership with Mixer Group, led the creative direction for “The Eyewear Universe,” which is presented graphically with spheres representing planets as the “backdrop for iconic style personalities” that contribute to the “fantastic world of eyewear.”
 
“Tools like AI transform creative and production dynamics, but human creativity, more than ever, becomes an increasingly valuable talent,” says Galli, creative director for Mido for the second year in a row. “The ability to discern the beauty of one image compared to another are faculties that still make the difference. We created the campaign by providing the AI with all the elements it would need. Without our input, it would not have been possible to create anything like it.”
 
Featured globally in print and online, the campaign will continue being developed around more subjects to be revealed in the coming months.
 
For more information: mido.com.