Giampiero Bodino

BRAND PLATFORM & GLOBAL DIGITAL COMMUNICATION — 2014-2017

CLIENT. GIAMPIERO BODINO

ROLE. CREATIVE DIRECTOR

CONTEXT.

Giampiero Bodino is not a jeweller in the ordinary sense. Trained as an architect in Turin, then a car designer under Giorgetto Giugiaro at Italdesign, he became Art Director of the Richemont group — shaping the design language of Cartier, Van Cleef & Arpels, Piaget. In 2013, he opened his own Maison: one-of-a-kind high jewellery pieces, shown by appointment only, in a restored 1930s Art Deco villa in Milan — the Villa Mozart. No shop, no retail, no window. Just a brass plaque, a garden, and the jewels inside.

When Bodino needed a digital presence worthy of this universe, the challenge was clear: how do you translate something that exists only in person — the intimacy of the Villa, the weight of a stone in the hand, the story behind each piece — into a screen?

APPROACH.

I led the creative direction of the entire brand platform and global digital communication. The website was designed as a journey inspired by Bodino’s own drawings and sketches — intricate, hand-drawn illustrations that serve as both navigation and storytelling, evoking the Italian landscapes, Byzantine empresses, Mediterranean seas, and architectural details that inspire each collection.

For every piece in the collection — Teodora, Irene, Tesori del Mare, Artemisia, Rosa dei Venti, Mosaico, Wildflower — I directed a dedicated film, each one a visual poem rooted in the inspiration behind the jewel: the mosaics of Ravenna, the wildflowers of the Italian countryside, the corals and shells of the Tyrrhenian coast. A film on the Villa Mozart captured the atmosphere of the appointment-only experience. A savoir-faire film revealed the craft behind the stones. And a portrait film — Ad Personam — showed Bodino at his desk, drawing, surrounded by brushes and ink, in the silence of his studio.

WORK.

Complete brand platform. Website design inspired by Bodino’s hand-drawn illustrations. Eight collection films (Teodora, Irene, Tesori del Mare, Artemisia, Rosa dei Venti, Mosaico, Wildflower, Themes). Ad Personam portrait film. Villa Mozart film. Savoir-faire film. The Splendor of Details film.

Of all the houses I worked with at Mazarine, this is the one I look back on with the most fondness — for the work, and for the man behind it. Bodino’s extraordinary culture and grace made every project a conversation, not a brief. Some of my finest work came from those conversations.

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