BA Thesis

Acqua di Gioia
Animated Ad Campaign

The Process

The project began with in-depth research into past Armani advertisements, 2D animated commercials, and visual storytelling, as well as artistic works with a dreamy atmosphere. I then developed the narrative and gathered visual references for the Italian seaside setting, including details such as fish, bubbles, and swirling vortices. To capture authentic motion, I filmed my own movement references, which guided the creation of styleframes, the animatic, and ultimately the final animation.

Tools & Software

The animation was created entirely in Adobe Photoshop (frame by frame) using a Wacom Intuos tablet and composited in Adobe After Effects. Audio editing for the voice-over was completed in Adobe Audition (yes, I still cringe at my own voice when I hear it, haha). Marketing assets were designed in Adobe Illustrator and InDesign.

Overview

For my Bachelor’s Thesis, I created a 2D animated spot along with a suite of marketing materials—across print, digital, and social platforms—to promote Acqua di Gioia, a fragrance by Giorgio Armani.

The Approach

Acqua di Gioia (“Water of Joy” in Italian) is a fresh, aquatic-floral fragrance inspired by Italy’s Mediterranean coast, blending jasmine, zesty lemon, and woody cedar. Inspired by its name, the concept focused on nature’s uplifting power and its ability to surprise and inspire. This core idea was paired with the brand values of elegance and simplicity, reinterpreted through a fresh, playful visual language. The target audience was defined as young, curious individuals who explore, dream, and dare to experience.

Inspiration

Below are some of the references that inspired me to develop the atmosphere and motion style. The animated pieces have smooth motion and seamless transitions, combining energy with calmness in a playful, surreal setting that celebrates feminine energy. The illustrated pieces create a calm mood through warm tones, cinematic lighting, and a monochromatic color palette.

A stylized illustration of a woman with long dark hair and red hat, walking through a cityscape against a blue sky.

Monnaie de Paris x Jean Paul Gaultier
Animated commercial by Brunch Studio

A sketch of a man and a woman, with the woman appearing to be floating or flying in the air and the man standing on the ground.

Thought of You
Short animated film by Ryan Woodward

Neon outline of a performer in a theater, lying on a stage with a hand supporting their head, surrounded by empty theater seats.

Duet
Short animated film by Glen Keane

A Japanese woodblock print of Mount Fuji viewed from a lake, with pine trees in the foreground and a clear sky.

Mt. Fuji Seen from Lake Kawaguchi
Artwork by Tsuchiya Koitsu

A digital illustration of a sunset at the beach with a woman and a boy leaning against a vintage yellow car near palm trees and a concrete barrier.

21th Century Women
Artwork by Jeff Östberg

Illustration of a woman falling or floating downward in a blue background, with lines suggesting motion or descent.

Falling Girls
Artwork by Manddy Wyckens

A storyboard with nine sketches titled 'Acqua di Gioia - 2D Animated Spot'. The sketches depict scenes of a woman in nature, water, and perfume, with Greek handwritten descriptions under each scene.

Six pastel-colored squares with hexadecimal color codes labeled underneath.

Close-up of a bottle of Giorgio Armani Acqua di Giò perfume with a reflective cap and clear liquid inside.

Digital illustration of a woman with long brown hair showing four angles: front, and back, side, and three-quarter view, in a white dress.

Marketing Materials

Marketing materials included both digital and print assets. Digital assets featured social media content for the Armani Beauty accounts and in-store digital displays. Print materials included ads in cosmetics magazines with scented wipes, perfume sample packaging, metro station displays, and outdoor public transportation placements.

Credits

Bachelor’s Thesis, 2019

University of West Attica (former T.E.I. of Athens)
Department of Graphic Design & Visual Communication

Student: Yvoni Mouchtaropoulou

Supervisor: Eleni Mouri

This project was created solely for academic purposes as part of a bachelor’s thesis. It is a student work and is not affiliated with, endorsed by, or connected to Armani or its brands.