As every year, Christmas films are already jostling for space in fashion and design. Prada praises hand drawing. Dior is accused of having slipped AI into a film presented as artisanal animation. Meanwhile, Alessi does the opposite. And it’s refreshing.
« Happy Holidays to All Dreamers » is a campaign entirely generated by AI, and the brand says so from the first line. The principle is captured in one sentence: the icons of Alessi design become giant snow sculptures placed in real locations. The 9093 kettle on a roundabout, the Juicy Salif citrus press by a canal, the Anna G. corkscrew in a street. Changing the scale, changing the perspective, nothing else. The concept is called « Perfect is Boring ». The film lasts 45 seconds.
What I like is that AI isn’t the idea. The idea is scale manipulation, a designer’s gesture. AI is simply what makes it possible to realize it in four cities without a single filming truck, and to deploy it infinitely.
A detail that says a lot: the mention « AI-Act » appears in the very name of the official visuals. Since August 2, European regulation requires signaling AI-generated content. Alessi has made it a component of the setup, not a line in tiny print.
The lesson is simple. The public does not sanction AI. It sanctions ambiguity. A brand that owns what it does and puts AI at the service of an idea that stands on its own has nothing to fear, even at Christmas. Perfect is boring, indeed. Transparent is not.
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