minobossi

BRAND BUILDING E-COMMERCE SOCIAL MEDIA ADVERTISING

METAPHYSIQUE

Metaphysique is a visual dialogue between fashion and the surreal.
Inspired by the metaphysical paintings of Giorgio de Chirico, the campaign unfolds in imagined spaces: arches without exits, shadows without source, objects suspended in silence.
Entirely generated with AI, it reinterprets the classic codes of surrealism through a contemporary lens where the bags become enigmas in a dreamlike still life.

Campaign name

METAPHYSIQUE

Year

September 2024

Challenges

Turning abstraction into brand identity.

Working with AI meant sculpting intention from unpredictability. The challenge was preserving the surreal tone while ensuring the bags remained grounded not just present, but iconic within each strange and silent world.

The Inspirations

De Chirico, metaphysical art, and the space between thoughts.

Long shadows, deserted piazzas, symbolic architecture these elements guided the mood. Each image was designed to feel both still and tense, like something is about to happen… or just did.

Final Thoughts

Surrealism reveals, it doesn’t explain.

Metaphysique is an invitation to linger. To look twice. And to let the bag speak, even in a world where nothing else makes sense.