Audemars Piguet and Desigual launch campaigns favoring physical production over AI

Luxury watchmaker Audemars Piguet and fashion brand Desigual are launching new advertising campaigns that prioritize physical production and human performance over artificial intelligence and pure 3D rendering.

Audemars Piguet has partnered with the agency Bonjour Paris to showcase ten iconic watch models. The campaign utilizes motion control, photography, and robotic camera technology to emphasize light, shadow, and the physical textures of the timepieces. By opting for real-world filming rather than AI-generated imagery, the Swiss manufacturer aims to highlight the precision and craftsmanship inherent in its horological métiers.

Desigual’s ‘Born to Disobey’ autumn 2026 campaign features Vivian Wilson. The concept involves Wilson interacting with a robot inspired by Tesla’s technology. In a departure from digital trends, the robot is portrayed by a movement director who physically mimics mechanical postures on set, providing a tangible element for the actress to interact with before being transformed into a 3D model during post-production.