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Paco Rabanne harnesses augmented creativity with Phantom robot

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Paco Rabanne harnesses augmented creativity with Phantom robot by Tree Elven on 09/12/2021
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  • Creative
  • Informative
  • Controversial
  • Amusing
  • Creative
  • Informative
  • Controversial
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Back in the Sixties, Spanish designer Paco Rabanne galvanised the French fashion world with his use of unusual materials such as metals and paper for his flamboyant clothing creations. You can see from this ad that his eponymous label - launched in 1966 with 'Manifesto: 12 unwearable dresses in contemporary materials' - is still in the business of surprise, and still on trend, not to say ahead of the wave. Coming in at just under one minute, this campaign explodes off the screen with futuristic, sci-fi panache, while managing to keep the human touch centre-stage with glimpses of bare flesh and intimate glances. It's not just artificial intelligence, augmented creativity and gamer fans who'll relish the cheerful little robot 'wingman' for the human protagonist, cleverly present but duly miniaturised. In real life, the robot is not only a cool bottle for Phantom, the men's fragrance it contains: it also acts as a futuristic, responsive accessory which connects its user through their smartphone to the Phantom Universe. Here, the user can explore 'Curved Space' as a Phantom character. New tech comes to the air we breathe, indeed... Are you thinking, oh no, not my fragrance bottle too, or omg, this is absolutely awesome? Or maybe the commercial just triggers an idea for a gift - job done, since at the end of the day, this is just an ad, right?

Keywords: Paco Rabanne Phantom, augmented creativity, new tech branding, men's luxury fragrances, Phantom robot, Maximum Games, Phantom Universe, in-ad gaming, Bidstack, Starcom

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