Serpenti - Magnificence Never Ends

It’s 75 years since the Italian luxury fashion house Bulgari first launched its iconic product, Serpenti. Renowned for creating high jewelry masterpieces that perfectly balance gemstone volumes, shapes, and weights, the iconic luxury brand creates magnificent pieces for women who live their life through their own terms. An emblem of eternal rebirth and bold metamorphosis, the new global campaign from agency of record, Anomaly, seductively reveals the magnificence of the Serpenti icon through the boundless beauty and style of brand ambassador, the actor and singer Zendaya.

Introduced in 1948, the Serpenti jewellery embodies the movement of its namesake, a serpent, creating timeless pieces of beauty that wrap around parts of the bearer’s body. Originally launched as a jewellery watch that wraps around the wrist, the line of jewellery uses the iconic Tubogas technique; originally patented by the Greek jeweller and original Bulgari, Sotírios Voúlgaris in 1881, the same year he moved to Rome.

Known for combining filmmaking with creative direction, choreography, and expressive narratives, the 30’ film was shot by Anonymous Content’s Australian film director, music producer and artist, Cara Stricker. Filmed in Rome, over the course of three days, Emmy Award-winning actor Zendaya, one of the most prominent and influential names in the entertainment industry today, is captured walking through a room lit through different tonal colours and lighting. Her natural beauty is highlighted by the Serpenti necklace, ring and bracelet that she wears; the camera pans across and follows her in a world that’s calm and tempestuous, desert and sea; constantly contrasting in tone and temperament.