When creative minds get together and challenge each other, awesome projects come into being. With this idea in mind, eyewear company Persol gathered eight world-renowned artists into a gorgeous 15th century estate in Tuscany and invited them to reflect on the act of creation and experimentation.

The residents, belonging to various creative fields (from design, contemporary dance, photography, electronic music, to spray painting), had complete freedom of expression and exchanged ideas freely by sharing and discussing their works. ‘Atelier Persol’, the resulting communication campaign, features eight different perspectives on the creative process: Inspiration, Shapes & Design, Structure Is Strength, Beauty Is In The Details, A Refining Touch, Innate Harmony, Polished Precision, and Meticulous Perfection.

Since creativity is a multi-sided and boundless concept, it’s hard to pick favourites. But it’s an interesting story to tell about the power of inspiration and clever brand experiments.