Missoni Scarf Extends Beyond Frame

This Missoni mixed reality advertisement features silk summer scarves, drawing inspiration from Italian seaside living and coastal sunsets. The video opens with a camera glide over the Amalfi Coast in daylight, showcasing people walking along the pavement and boats on the water.

The camera then pushes in on a building's side façade, revealing a giant framed fashion image. This image displays a model wearing a colourful head scarf beneath the MISSONI label. The scarf subsequently appears to extend beyond the frame, flowing outwards into the real world and billowing gracefully above the busy street as pedestrians continue their walk beneath the installation.

Utilising engaging computer-generated graphics, this Missoni mixed reality ad transforms a simple coastal streetscape into a memorable product showcase.