Schiaparelli
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Video Campaign Idea
In the beginning of the video, a woman enters a keyhole (designed by Elsa Schiaparelli herself), symbolizing that she herself is a key of her own consciousness, she holds it within.
It's dark, but then the lights are on her and she’s adorned in bone-jewelry — gold ribs, golden clavicles, spine — all fastened onto her skin like relics.
She looks down, watching her body and her golden bones.
Narrator:
Rely on your bones,
They hold you for life,
And carry you until the next.
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Screen goes black. ​
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In complete darkness, a sudden light is directed onto the hands.
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She lifts them, looks at them, and sees some other memories projected onto her palms (using a laser projector).​​
Narrator:
Look at your hands - everything you've ever done.
Ask yourself - What have I created?
The answer is key to your life.
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Everything gets dark again.
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Narrator:
But do you remember?
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what is beyond yourself?
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And now — eyes.
She’s searching. Turning her head, scanning, unsure — almost there.
Narrator:
Your eyes - your beautiful eyes,
They seek for something familiar,
Can they reach it?
And then, she looks up — the universe, a cosmos appears.
We see a reflection of a cosmos inside her eye.
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Explanation of Each Chapter
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Skeleton
The bones, or skeleton, symbolically point to mortality. It's the most primal, internal layer — what holds us.
In this video, it’s about this: “The skeleton is the vital structure of my life. I’m alive — and until death, it’s my bones that carry me.”
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Hands
Hands symbolically represent gesture, creation, and connection — they build, touch, hold, and express.
In the video, a woman is subtly remembering the past — what she has created, what she leaves behind in this world, and what she’ll be remembered for when she’s gone.
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Eyes
Eyes represent awareness, vision, and perception.
In the video, by looking up and seeing the cosmos, she symbolically reconnects with her immaterial self — through a moment of divine vision.
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Order choice:
Bones = I exist
Hands = I act
Eyes = I see
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To sum up - what's the idea behind this campaign?
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Again: discovering a whole universe within oneself, and thus becoming, once more, a part of it.
But before that, we must pass through other doors - more material, more physical - like parts of our own bodies (recurring symbols in Schiaparelli's work).