Innovation, Italian identity and a pioneering spirit, the principal values of the Italian eyewear brand MOVITRA, are expressed in a new striking campaign released this month. The campaign has been created to communicate the notion, ‘2 SOULS, 1 BRAND’ – the brand’s essential DNA.

In the imagery, a man and woman are depicted as classical marble or ebony statues, born out of a precise tradition, representative of MOVITRA’s strong, steadfast Italian soul, 100% committed to attributes such as quality and craftsmanship. In visual contrast, striking cracks in their bodies reveal gold or silver liquid metal, symbolic of MOVITRA’s technological progress, and representative of the brand’s pioneering ‘second soul’, the advanced technological force behind their completely unique and patented, rotating design innovation.

“The union of these two souls and the continuous search for balance of these aspects is the basis of the DNA of the MOVITRA brand and of all its products….” MOVITRA

The campaign features three unique headlines, “The Italian Art of Innovating”, “Innovation flows through our veins”, and “Pioneers in DNA” underlining the concept of the visuals, and the progressive innovation of MOVITRA design.