The new X-Ide campaign

A band of light illuminates highly recognizable and vivacious decorations and graphics: eyewear is the unquestionable protagonist of the new X-Ide® advertising campaign. In a special play of light and shade against a brightly contrasting black and white background, the product expresses all its essentiality and importance. Models with strong and determined personalities that perfectly mirror the brand’s design, style and ironical characteristics in a collection with all the taste and flavor of fashion.

The eyewear in the campaign seems to have been created by an ingenious fashion designer and it’s not by chance that the names of the new models are inspired by fabrics and yarns. X-IDE® is oriented toward fashion and design, a universe that leads trends and Italian good taste. In a word, the world of creativity.

The visuals in the new campaign are aimed at the most whimsical representatives of this universe: architects, designers, stylists, musicians and web-designers are the stars and, at the same time, they are the most genuine targets of the advertising campaign and the brand. Because X-Ide® isn’t just a product: first and foremost, X-Ide® represents a strong personality who loves to have fun, experiment with extremes and play the game, every day. It is a way of being and appearing that is overstated, original and always in search of that pinch of transgression and irony that makes life unique.

The new X-Ide® campaign was produced by Claudio Mainardi with the artistic direction of Ciriano Zanon.