VICTORIA PERCIVAL. REBORN BY AI.
We partnered with Victoria Percival London to launch a bold new brand platform: Wear Your Empowerment. A full-spectrum AI-built campaign that ditches bridal clichés and repositions jewellery as something women buy for themselves, not just for “the big day,” but for every day.
F*CK THE SHOOT. WE USED AI.
AI wasn’t a tool, it was the creative catalyst. It gave us total creative freedom, slashed production timelines by 70%, and handed us full control over casting, styling, and scene-building. We didn’t scout models, we generated them. From silver-haired queens to Gen Z rebels, the cast was hyperreal and unapologetically diverse. Even the gemstones were reimagined, brought to life through surreal animations that made tradition feel brand new. No crew. No compromise. Just raw vision, rendered.
NO PROPOSAL. JUST POWER.
Victoria Percival built her name in bridal accessories. But today, the landscape has changed. 60% of Gen Z women buy jewellery for themselves. 36% aren’t getting married at all. So Unbound flipped the narrative, from gifting-as-validation to gifting-as-power. This wasn’t about getting ready for someone else. It was about being ready, on your own terms.
A LAUNCH FIT FOR A QUEEN
A launch fit for a queen, not just for one day, but every day. The campaign rolls out across five bold OOH and DOOH executions, alongside a suite of twelve short-form films designed for TikTok, Reels, and YouTube Shorts, each one optimised for attitude and shareability. The e-commerce experience has been completely overhauled, featuring interactive 3D product spins that bring the collection to life online. Even the press kit and lookbook were built entirely within our AI-generated visual system, creating a cohesive world from concept to commerce. The campaign will drop in waves throughout AW25, keeping the momentum and the message alive.
