Bvlgari's 2024 Icon Campaign stars Zendaya as Global Brand Ambassador, repositioning the B.zero1 jewelry collection as a bold symbol of self-determination
ARCHIVEBvlgari Bets on Zendaya to Redefine the B.zero1 Icon for a New Era
Bvlgari's "Introducing the new Icon Campaign with Zendaya" is a 2024 film-led campaign created by agency Anomaly that repositions the brand's B.zero1 jewelry collection as a bold emblem of self-determination, with Zendaya serving as Global Brand Ambassador across the Italian and United States markets.
The campaign launched worldwide in January 2024, with its primary publishing footprint anchored in Italy and the United States. At its core, the BvlgariCampaign advances a singular brand proposition: that jewelry is not merely ornamental but a declaration of personal agency. Zendaya, adorned with B.zero1's signature circular and spiral forms, is framed as a figure who takes the future into her own hands — a visual and narrative stance that extends the collection's identity beyond aesthetics into the territory of lived values. The campaign also features fellow Bvlgari ambassador Lalisa Manobal, known professionally as Lisa of Blackpink, as reported by Professional Jeweller, broadening the campaign's cultural reach across Western and Asian audiences simultaneously.
The Icon Campaign arrives as part of B.zero1's 25th-anniversary activity, as noted by Professional Jeweller as of May 2024, lending the creative work a commemorative weight that elevates it beyond a standard product launch. The B.zero1 collection itself — with its distinctive tubular spiral architecture — provides the visual anchor, and the campaign's single film asset makes the jewelry's movement and geometry central to the storytelling. Clapboard's editorial assessment gives the campaign a Score of 63 out of 100, reflecting a campaign that executes its brand brief with confidence but operates within well-established luxury fashion conventions rather than departing from them. In the United States and across the Italian home market, the campaign positions Bvlgari alongside its most culturally prominent ambassadors to signal that the B.zero1 is both heritage and future simultaneously.
ARCHIVEBvlgari enters the 2024 luxury jewelry conversation from a position of competitive pressure. The global luxury jewelry market is a growing and contested arena, with Cartier and Tiffany and Co. consistently identified among the top competitive forces alongside Bvlgari, Van Cleef and Arpels, and Chopard, according to market analysis published by Luxurybazaar.com and Accio.com. In this environment, ambassador strategy is not incidental — it is structural.
Zendaya's selection as the campaign's central figure reflects a deliberate alignment between the brand's Roman heritage and a talent whose cultural capital spans film, fashion, and youth culture in the United States and globally. The campaign's creative rationale draws on the B.zero1's own history as a design object that has always stood at the intersection of architecture and identity. By framing Zendaya as someone who embodies self-determination rather than simply wearing jewelry, agency Anomaly extends a strategic thread the agency first established with Bvlgari's 2019 "Mai Troppo" campaign — a platform that celebrated women living on their own terms, as documented by Marcomm News. Zendaya was introduced as a Bvlgari ambassador through that earlier campaign, making the 2024 Icon Campaign a continuation of a multi-year brand relationship rather than a new appointment.
The inclusion of Lisa of Blackpink alongside Zendaya addresses a specific market intelligence need: reaching luxury consumers in Asia-Pacific markets while simultaneously amplifying the campaign's resonance in the United States and Italy, as reported by Aspire Lifestyle. Global luxury jewelry shipments increased by more than eighteen percent between 2022 and 2024 on a volume basis, according to data cited by Market Research Future, signalling the category's growth momentum and the intensity of competition for share of consumer attention across both established and emerging luxury markets.
Director Cara Stricker leads the creative execution of the Icon Campaign, working through production company Anonymous Content UK, as documented by LBBonline. Stricker's direction emphasises movement and geometry, treating B.zero1's spiral tubular forms not as static adornments but as kinetic elements that perform alongside Zendaya. The film's visual language centres on dynamic choreography between subject and jewelry, making the circular architecture of the B.zero1 bangle the camera's recurring focal point.
Campaign stills were photographed by David Sims, as reported by Grazia Singapore and Professional Jeweller, whose spare, high-contrast portrait style is well established in luxury fashion. Sims' imagery provides the campaign's static layer — the editorial and social surface that accompanies the film across print and digital placements in Italy and the United States. The combination of Stricker's direction and Sims' photography creates a coherent visual identity across moving and still formats, a production discipline that is especially important for campaigns built around a single media asset.
Behind the camera, director of photography Rina Yang and production designer Joseph Bennett contributed to the film's distinctive aesthetic, as credited by LBBonline. Executive creative direction came from Joe Corcoran at Anomaly, with creative direction by Richie Kuncyusz and senior creative work by Emma Castagno, as documented by LBBonline and Aspire Lifestyle. Executive production was handled by Tor Fitzwilliams. The resulting film deploys a restrained production palette — controlled lighting, deliberate pacing, and an emphasis on the jewelry's material qualities — that is consistent with Bvlgari's house aesthetic while giving Zendaya space to anchor the narrative with presence rather than performance.
Bvlgari's Icon Campaign generated 39,455 views on the brand's YouTube channel. While this figure represents a measurable footprint for the film asset, it reflects the campaign's primary function as a brand-building statement across Italy and the United States rather than a direct-response vehicle. No verified awards for the campaign are publicly documented at Cannes Lions, the Effies, The One Show, D&AD, the Clios, or comparable industry bodies.
The campaign's structural effectiveness, however, rests on several durable creative choices. The decision to anchor B.zero1's 25th-anniversary narrative in a talent whose cultural relevance is at a career peak — as noted by Vogue and Grazia Singapore in coverage of Zendaya's ambassador role — provides the campaign with earned media lift that extends its reach well beyond paid placements. The dual-ambassador structure, pairing Zendaya with Lisa of Blackpink, creates simultaneous resonance in the United States and Italian home markets alongside major Asian consumer audiences, multiplying the campaign's geographic efficiency. The reliance on a single film asset, produced by Anonymous Content UK under Cara Stricker's direction, concentrates creative investment rather than diffusing it across multiple executions, a discipline that tends to sharpen brand recall in luxury categories. Clapboard scores the Icon Campaign at 63 out of 100, reflecting execution that is polished and strategically coherent but that stops short of the category-redefining creative ambition that would distinguish it among the most consequential luxury jewelry campaigns of 2024.
Bvlgari's Icon Campaign is a 2024 film-led campaign created by agency Anomaly. It repositions the B.zero1 jewelry collection as a symbol of self-determination, with Zendaya as Global Brand Ambassador. The campaign launched in January 2024 across Italy and the United States, also featuring Bvlgari ambassador Lisa of Blackpink.
Cara Stricker directed the Icon Campaign film for Bvlgari. Stricker worked through production company Anonymous Content UK. Campaign stills were photographed by David Sims. Executive creative direction came from Joe Corcoran at Anomaly, with creative direction by Richie Kuncyusz, as documented by LBBonline and Professional Jeweller.
B.zero1 is Bvlgari's signature jewelry collection defined by its tubular spiral architecture. The 2024 Icon Campaign coincides with B.zero1's 25th anniversary, as noted by Professional Jeweller. The collection's circular geometry becomes the film's central visual motif, reinforcing the campaign's theme of bold, forward-looking identity across Italy and the United States.
Bvlgari pairs Zendaya and Lisa to maximise geographic reach. Zendaya anchors the campaign's resonance in the United States and Western markets, while Lisa of Blackpink extends its reach to Asian luxury consumers. Both are established Bvlgari ambassadors, as reported by Aspire Lifestyle and Grazia Singapore, making the dual-talent strategy culturally and commercially deliberate.
Anomaly created the Bvlgari Icon Campaign. The agency's approach frames B.zero1 jewelry as an emblem of self-determination rather than ornamentation. This continues a brand platform Anomaly established with Bvlgari's 2019 "Mai Troppo" campaign, which celebrated women living on their own terms, as documented by Marcomm News, with Zendaya present from that earlier work.
Clapboard scores the Bvlgari Icon Campaign at 63 out of 100. The score reflects polished, strategically coherent execution anchored by strong talent and a clear brand brief. The campaign does not reach the category-redefining creative ambition that would place it among the most distinguished luxury jewelry campaigns of 2024 in Italy or the United States.
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