MIDO campaign: The focus is on people

Putting people back at the centre and celebrating the return to the value (and values) of human creativity: this is the message that MIDO in Milan wants to convey with a new communication campaign under the motto ‘Refocusing on Humans’.

In 2023, when there was a lot of talk about artificial intelligence but few were actually using it, MIDO launched the ‘Spheres – The Eyewear Universe’ campaign, using AI to create images for the first time. Now, the Milan fair has an urgent need to revitalise human intelligence and its ability to produce new ideas.

With this objective in mind, the creative direction of the campaign was entrusted to Max Galli in collaboration with Mixer Group for the third consecutive season. ‘I imagined an idea of beauty that could emerge from the tangible, material expertise that only the ‘hearts’ and ‘hands’ of true eyewear makers know how to convey,’ says Galli. ‘A visual and conceptual message that stands out from the artificiality of the many intelligences that populate our reality today and puts people back at the centre.’

This gave rise to the idea of a collaboration with photographic artist Uli Weber, who is internationally recognised for his work in the fields of fashion, advertising and portraiture. German-born Weber learned his art in Italy, where he developed the ability to create deeply dramatic images that combine mysticism, romance and glamour. His photographs are renowned in the fine art world and have been exhibited in museums around the globe.

‘I was immediately inspired by the creativity that Max Galli expresses in the new campaign for MIDO, and working on set with the entire team was a wonderful experience,’ says Weber. ‘In ‘Refocusing on Humans’ I used bodies to create human sculptures that allude to the world of eyewear, with the hands ‘framing’ the models’ eyes and directing the viewer’s attention by refocussing the gaze in a constant exchange between viewer and object. I think the result is a sophisticated, but above all a very communicative image.’

To coincide with the announcement of the new campaign, MIDO also launched visitor registration for the trade fair from 8 to 10 February 2025 at the Milan Rho trade fair on its website.