Creative Directing

The Digital Runway Campaign establishes Marcela Giocanti as a visionary in modern bridal couture, seamlessly blending heritage craftsmanship with contemporary artistry. Designed to captivate exclusive stockists in New York and the West Coast while elevating brand awareness, the campaign leverages immersive storytelling to engage both industry professionals and brides alike.

By Bianco’s strategy at NYBFW was to differentiate Marcela Giocanti from competing bridal designers by embracing the digital landscape. This approach transformed the traditional runway into an innovative, cinematic experience—allowing viewers to step into the designer’s world in a deeply intimate way.

The campaign introduces Equilibrium, a collection that embodies the duality of femininity—bold yet delicate, powerful yet effortless. Through a combination of cinematic edits, iPhone content, and strategic social media activations, the campaign creates an aspirational and shareable experience, reinforcing the brand’s luxury, innovation, and exclusivity.