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Top 3 Campaign in Fashion & Apparel · November 2026
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Top 3 Campaign
Fashion & Apparel · November 2026

Gentle Monster’s Surreal AI Eyewear Film

PR Campaign
Friday 6th November, 2026

Gentle Monster introduced its upcoming AI eyewear with a surreal campaign film starring Joaquin Phoenix and directed by Jonathan Glazer. Phoenix plays a salesman in a strange hotel, where the glasses help him communicate with mysterious figures—a cinematic way to bring the product’s translation and AI features to life.

Why it worked: It fused a marquee auteur-actor pairing with a hard launch moment, using a narrative demo to visualise real AI features on-screen.

The lesson: Consider commissioning a short, plot-driven film that dramatises a single product capability at a fixed launch date with recognisable talent.

Gentle Monster Google Samsung
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