Permanent Collection

Furry Fun: Ditroit & C41 Focus on Ray-Ban Kids Campaign

Posted on Thursday, August 6, 2026

Working thru EU production agency C41, CD Salvatore Giunta and the CG motion crew at Ditroit in Milan (whose work we track here) conjure a cast of mischievous mascots, for Ray-Ban’s fuzzy new kid’s campaign.

Salvatore Giunta: Inspired by the clean, charismatic look of the main Ray-Ban Icons campaign, this work celebrates the fearless energy of kids, adding a youthful twist designed to also resonate with their families.

The scope of the project covered five films, two created entirely in CGI, together with multiple static assets crafted to merge with the live-action photography and footage.

“The whimsical out-of-scale creatures embody the limitless creativity of childhood with power and joy.”

Production was handled by C41, who brought us on board to define the campaign’s full CG visual language. Through a mix of editorial still life and dynamic portraits, the films showcased the collection’s sun and optical focus, highlighting both product design innovation and lens technology.

The pieces embrace a deliberately hybrid visual grammar inspired by collage techniques, where the rules of perspective are bent in favor of creative chaos and expressive freedom. The whimsical out-of-scale creatures embody the limitless creativity of childhood with power and joy.

Given the complexity and volume of the fur-based assets, we approached each 3D character sequence as a standalone piece. This workflow not only optimized production, but also reinforced the collage-driven aesthetic of the project, with the final scenes coming together in post through layered compositions and deliberately distorted points of view.

Images

Two pairs of Ray-Ban Kids sunglasses, one with blue lenses and one with red lenses, are surrounded by colorful, fluffy pom-poms on a white background—a playful scene captured in true C41 style. Frame from Stash Magazine article.

A child wearing glasses and a hoodie stands in front of oversized, floating eyeglasses and green feathered shapes, with a white background—an imaginative scene inspired by the Ray-Ban Kids Campaign by Ditroit and C41 | STASH MAGAZINE7. Frame from Stash Magazine article.

Colorful, textured, furry objects surround three pairs of stylish sunglasses—one purple, one black, and one black with red details—against a white background in this playful Ray-Ban Kids Campaign by Ditroit and C41. Frame from Stash Magazine article.

A fluffy, abstract shape covered in vibrant red, blue, yellow, green, and purple fur stands out against a plain white background—its playful energy reminiscent of Ray-Ban Kids’ bold style. Frame from Stash Magazine article.

Credits

Client: EssilorLuxottica, Ray-Ban

Production: C41
Photographer: Marcello Dino Junior
Director: Amadeo Zancanella
DOP: Francesco Bartoli Avveduti
Producer: Riccardo Pagano
Production Manager: Pietro Mari
Stylist: Francesca Donnarumma

CG Animation/post: Ditroit
CD: Salvatore Giunta
Creative Producer: Irene Costantini
Design/Development: Alessandro Nobile, Claudio Gasparollo, Marco Serracca, Alessandra Sartori, Mykolas Cib, Fabio Sobrin, Dario Munoz

Music/Sound Design: Facundo Capece

Stephen Price

Stephen is the co-founder/CD of Stash Media Inc. and the executive editor of Stash Magazine and the Stash Permanent Collection.
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Category: 3D Style, Advertising, Brand film, CG, Featured, Motion Design · Tags: C41, Ditroit, EssilorLuxottica, Ray-Ban, Salvatore Giunta