Advertising | Flamboyant exuberance is ‘Mai Troppo’, states Bvlgari.

I love the new ‘Mai Troppo’ (“Never Too Much”) campaign by Bvlgari. It’s an extravagant, joyful ode to life and making sure every moment is filled with joie de vivre.

The flamboyant city of Rome sets the scene for an equally fabulous, diverse cast. Actresses Naomi Scott and Zendaya are joined by supermodel Lily Aldridge as the heroines in a series of playful vignettes.

Shot by Swedish director and photographer Johan Renck, ‘Mai Troppo’ continues to celebrate Bvlgari’s manifesto of exuberance eternal. The film beautifully captures Rome and its creative spirit.

Reveling within the Eternal City’s dominion, Scott, Zendaya and Aldridge are the stars shrouded in mystery and have got everyone aflutter. Their audacious personalties seem to equally enthrall and infuriate, until we too are on tenterhooks for their reveal.

Lensed with a glamorous cinematic flair, Renck effortlessly captures this anticipation, accented with stunning closeups of elegant clothing and dazzling pieces of the Bvlagri High Jewelry Collection.

The campaign itself is integrated, pushing Bvlgari beyond its traditional touchpoints and into experiential and in-store. The House also cleverly leverages the cast’s star power on social media, further widening the campaign’s reach.

The seductive beauty of the three protagonists, accented with the sheer glamour of the Collection in the streets of Rome - have been artfully woven together and steeped in an anticipation worthy of a Netflix special trailer. Bvlgari have not only created yet another timeless campaign, but one supremely savvy for today’s social media.

Image Source: LVMH / Bvlgari