Missoni Scarf Extends Beyond Frame

Imagine the Amalfi Coast turning into an open-air runway for an everyday stroll by the sea. That’s the creative premise of this Missoni mixed reality ad featuring its silk summer scarves inspired by Italian seaside living and coastal sunsets. The video unfolds as the camera glides over the coastline in daylight, revealing people walking along the pavement while boats rest on the nearby water, then slowly pushing in on a building’s side façade where a giant framed fashion image shows a model in a colorful head scarf beneath the MISSONI label, until the scarf appears to extend beyond the frame, flowing outward into the real world and billowing gracefully above the busy street as pedestrians continue their walk beneath the installation. Using engaging computer generated graphics, this Missoni mixed reality ad transforms a simple coastal streetscape into a memorable product showcase.