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Interview on Marie Claire Italia| How are content creators using new technologies on social media?

from Stefania Zizzi

What content supported by the use of emerging technologies are creators using for storytelling? And what is the approach of fashion brands toward new forms of visual storytelling? We talked about this with Isabel Palumbo, a young 3D artist and founder of Locus Solus Studio, a company specializing in the production of digital advertising campaigns and augmented reality for international brands. How is creativity being transformed on digital channels? Emerging technologies offer new storytelling opportunities that can overlap reality and fiction by bringing the digital universe to life in physical space or, conversely, by inserting real elements into surreal places. What impact does this have on people and the creative industry? The range of possibilities that technology today opens up for the universe of creatives is very wide, but it must be approached in an informed way, tending to consider aspects involving ethics, the centrality of human thought or intellectual property, especially since tools such as ChatGPT or Midjourney are now easily accessible even to a non-professional audience.


In terms of brand experience, content created through technologies such as artificial intelligence or augmented reality can be very appealing and engaging for audiences, but also become effective differentiators in the path to purchase. Think, for example, of the attention captured by the images of Jacquemus' Bambino Bag in XXL size equipped with wheels, shared on Instagram as they circulated through the streets of Paris. It was a fiction, the brainchild of Ian Padgham, an American videographer and producer of augmented reality content and 3D animation. The video, arousing curiosity and surprise, achieved a perfect media effect for the marketing strategy of launching the bag, which then really appeared in a giant version in the windows and in the temporary space dedicated to the brand at Galeries Lafayette Haussmann. If not used diligently and professionally, on the contrary, creative content generated by manipulating reality can be a cause of misinformation, as well as creative dependence on technology and consequent devaluation of human skills.


Locus Solus Studio for H&M Beauty

What content supported by the use of emerging technologies are creators using for storytelling?

And what is the approach of fashion brands toward new forms of visual storytelling? We talked about this with Isabel Palumbo, a young 3D artist and founder of Locus Solus Studio, a company specializing in the production of digital advertising campaigns and augmented reality for international brands. Isabel Palumbo's venture stems from her passion for art and technology, which led her to explore the potential of digital media as forms of creative expression. “After training in museum exhibition curating in Amsterdam, I developed a passion for augmented reality that led me to collaborate with Meta for several years,” says the founder of Locus Solus Studio. “Although at first it was a simple hobby, it soon turned into a full-fledged profession, which I still do today after five years, thanks to my team.”


Face surrounded by floating crystal teardrops on a soft gradient background. Calm expression. Text: "r.e.m. beauty" in corner.
Locus Solus Studio for R.E.M. Beauty

Quality of content, visual impact, artistic value and marketing goals are the elements behind the creative strategies of the Locus Solus Studio team. “Locus Solus Studio was born out of a desire to be able to use new technologies as a means of creative expression and a meeting with 3D artist Rachid van der Veer. We stand out for our ability to integrate immersive digital content with physical products, creating experiences that unite the real and virtual worlds. For example, we are developing a line of accessories including jewelry and bags, enriched with augmented reality elements to offer new customization possibilities for customers. In parallel, we also create fully digital content for advertising purposes helping brands keep up with innovation. We put a lot of emphasis on the quality of our 3D models and the visual impact of our creations; we are not an advertising agency but a team of digital artists who put their knowledge at the service of marketing.” In Isabel Palumbo's experience, fashion and luxury brands are increasingly investing in the creativity and innovation of their social media communication to get closer to the new generations. “We live in a rapidly changing digital world, where luxury brands face significant challenges to stay relevant without losing their identity,” says Isabel Palumbo. “Increasingly, they are inspired by fast fashion strategies to cope with declining sales, but find it difficult to connect with the younger generation. Who, often lacking the necessary purchasing power, perceive luxury as distant, not inclusive and less concerned with sustainability. To adapt, brands are investing in a strong social media presence, with in-house teams and digital creators developing innovative and immersive content. Telling authentic stories through technologies such as AR and CGI (computer-generated imagery) becomes essential to engage a wider audience and establish a meaningful connection with the brand.” What significance does storytelling take on in the integration of creativity and technology?

What are the elements that distinguish brand storytelling through original content generated with new technologies? “Storytelling in my work represents an opportunity to differentiate in a landscape saturated with repetitive social content and ephemeral trends,” explains Isabel Palumbo. “It is a means to create authentic connections, building unique narratives that give brands a voice and value. Thanks to new technologies, such as augmented reality and CGI, it is possible to transform these stories into immersive experiences where the user becomes an active part of the narrative. We always try to best integrate brand values and artistic identity into our creations, paying close attention to details and 3D modeling.” Not only creativity, but also engagement and conversion

Creative content stimulates interaction to the point of turning interest into a potential conversion, such as a user leaving their contacts for specific brand activities or purchasing a new product. “Over the past few years we have had the pleasure of working with the historic Finnish chain Sokos and Meta using augmented reality in the creation of five successful digital campaigns,” says Isabel Palumbo. “The team focused on the digital transformation of the brand which, by offering customers the opportunity to try on different looks virtually, saw an increase in sales and reduced its acquisition costs by 69.4 percent. This approach has boosted consumer engagement and curiosity, contributing to a more personalized and dynamic experience that meets the expectations of modern audiences. Of course, digital innovation must also be well embedded in a long-term brand image revolution project, investing in influencer marketing and sponsorships.”



Locus Solus Studio for Sokos Finland

Social media and Artificial Intelligence.

What is the perspective of a 3D artist like Isabel Palumbo toward creative content generated with AI and shared on social? “Artificial intelligence is a powerful tool to amplify creativity, but it must be used with balance to preserve authenticity. I appreciate creators who use AI as a means to expand their vision while maintaining a personal touch in their content. For example, I really like the images generated by Brazilian artist Bernardo Martins that stand out for their exploration of eerie and surreal beauty through the use of models such as Midjourney and Runway. As for our productions, we currently use AI as an aid in various technical processes regarding the creation of videos with special effects and in generating images to present our creative proposals to the client.” According to the founder of Locus Solus Studio, being creative in the future will not only mean mastering technological tools, but also having the courage to break with standardization and tell stories that leave a real impact. “On the one hand, technology will offer more and more advanced tools, such as AI and AR, which will make it easier and easier to create hyper-realistic and interactive content. On the other, I see the risk that this abundance of media will produce an overload of content generated simply to grab attention and try to appeal to an ever-widening audience. Having your own niche and following your passion will be key to standing out, even if that direction may seem outdated or against the grain of current trends,” says the artist.


Woman with enlarged elf-like ear, wet hair, neutral expression. Background is a soft gradient. Lower corner has a monogram logo.
Locus Solus Studio for Burberry

In the profession of creator, exploring the infinite possibilities with which technology can support human creativity will increasingly involve the ability to know how to integrate innovation with the culture and values of brands. Brands, in turn, will have to be able to give real meaning to innovations, not only through original communications aimed at gaining more visibility, but by adopting a gradual process of transformation and evolution involving every part of the company. This would entail investment, both in terms of money and new professional resources, but it would be the most concrete way forward to gain credibility and retain an audience over time, differentiating oneself in a very competitive market. Without forgetting that human thought is at the basis of all innovation in its unique ability to give not only form but also meaning to the imagination.



Locus Solus Studio for Sokos X Scandy Beauty

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