Artist: Jisu Choi
Client: Bvlgari Serpenti Collection
Production: Dutch Uncle Studio
Producer: Helen Cowley
Animator: Ale Accini
Music: Hernan Ambrogi (@AHRE)
Released: October 2026
The Serpent, Reimagined by Jisu Choi
Jisu Choi has created an animation for Bvlgari’s The Serpent, Reimagined, a contemporary artistic interpretation inspired by the luxury jewellery house’s iconic Serpenti collection.
Produced by Helen Cowley at Dutch Uncle Studio, the 36-second film is animated by Ale Accini, with music by Hernan Ambrogi (@AHRE). The campaign includes 15-second and six-second edits, alongside versions adapted for different screen formats.
Bvlgari Serpenti: A symbol of transformation
Introduced in 1948, Bvlgari’s Serpenti collection has become one of the house’s defining signatures across watches and high jewellery. Drawing on the serpent’s associations with transformation, renewal and rebirth, the collection provides a rich starting point for contemporary artistic interpretation.
The Serpent, Reimagined brings this enduring symbolism into the world of illustration and animation, connecting Bvlgari’s heritage with the distinctive visual language of an individual artist.
The human hand in luxury brand animation
Luxury brands are increasingly finding creative value in the visible marks of human craftsmanship. Against a backdrop of increasingly sophisticated digital production, hand-drawn illustration, painting and frame-by-frame animation offer a different kind of visual experience: one shaped by an artist’s individual decisions, imperfections and physical gestures.
Two recent campaigns demonstrate this renewed emphasis on traditional artistic techniques.
Prada’s Drawing Prada: Animated by Hand combines fashion photography with hand-drawn animation, with veteran Disney animator John Pomeroy among the creative talent involved.
Porsche’s “The Long Way to “I Do”, produced by TONIC DNA for Porsche USA, takes a more painterly approach. Directed by Em Cooper, the film uses oil-painted animation to tell the true story of a couple who restored a 1966 Porsche 912 before driving from Los Angeles to San Francisco to get married.
Both campaigns place the artist’s craft at the centre of the storytelling.
Rather than treating animation simply as a technical extension of advertising, they make the creative process itself part of the appeal.
Jisu Choi’s Bvlgari commission belongs to this broader conversation about illustration and animation in luxury advertising, although its production approach is different. The animation is digitally produced, but its foundations are hand-drawn illustration by Jisu Choi and an individual artistic sensibility. Digital production and human craftsmanship are not opposing ideas: contemporary animation can use digital tools while retaining the character and authorship of the artist’s hand.
Together, these projects demonstrate the range of ways luxury brands can collaborate with artists to reinterpret established identities, from painterly storytelling and hand-drawn characters to digitally animated illustration inspired by iconic jewellery.
Dutch Uncle Studio
Dutch Uncle is a global artist management agency representing leading artists across illustration, art, animation and design. Its production arm, Dutch Uncle Studio, brings together artists, animators and creative collaborators to produce original work for brands.
The Bvlgari Serpenti animation connects Jisu Choi’s artistic practice with animation by Ale Accini and music by Hernan Ambrogi, produced by Helen Cowley.
For brands exploring illustration for advertising, luxury fashion campaigns or artist-led animation, Dutch Uncle offers artist representation and animation production expertise.
Explore the artists and animation projects at Dutch Uncle.
