Boux Avenue has embraced artificial intelligence to create its Christmas message. The result is “one of the most unmissable festive gifting campaigns of the season” with the lingerie/nightwear brand debuting “a premium, hyper-realistic CGI social media stunt that will instantly become a must-see brand moment”.
Image: Boux Avenue
It’s harnessed the viral power of computer-generated imagery (CGI) to deliver a “fun, high-impact and festive spectacle that puts its desirable gift collection front and centre across the brand’s engaging Instagram and TikTok accounts… along with visibility across the brand’s e-commerce site… directly driving traffic to its full Christmas Gift range”.
The campaign’s narrative features a towering stack of Boux Avenue gift boxes dramatically strapped atop a moving vehicle. As the car rounds the corner, one of the oversized boxes falls, landing on a “glamorous passerby, creating an instant, magical transformation”.
In a “moment of delight”, her casual attire is swapped “for the most desired ‘off-duty’ look of the season”: a premium dressing gown paired with pyjamas adorned in a trending bow print.
With a snap of her fingers, part of the cityscape, including some of the classic London architecture and the delivery vehicle, receive a signature Boux Avenue print makeover, draped in pink textures and the bow pattern, cementing the campaign’s core message: ‘Because Christmas Feels Better In Boux’.
Chief design & product officer Zoe Price-Smith said: “As a London-based brand, we insisted on staying true to our roots, offering our customers and social followers a fun, delightful, and truly unmissable social moment that is set within the London cityscape.
“We chose CGI for its ability to deliver pure fantasy and stop-scroll appeal, to grab watchers’ attention and position Boux Avenue as a leader in both luxurious nightwear and innovative digital storytelling this Christmas season.”
She added: “This CGI stunt is more than just eye-catching content; it’s a way to create enticing digital engagement designed to break through the highly saturated Christmas advertising landscape. With viral media potential, the CGI demonstrates how Boux Avenue can effectively leverage digital media to drive immediate product desire and gifting traffic.”
