De Beers and Flam have introduced a new AI-powered experience that turns a traditional newspaper advertisement into an interactive manifestation journey, created in partnership with Havas Media. This marks the third AI-driven content collaboration between De Beers and Flam, highlighting the brand’s long-term commitment to integrating its heritage with technology-led innovation.
Built on De Beers’ latest campaign, the experience allows readers to scan the static visual to unlock a refined, emotionally focused sequence inspired by the symbolism of natural diamonds. Designed for mobile-first luxury consumers, the activation elevates a classic media placement into an immersive touchpoint that combines aspiration, storytelling and personal reflection.
Through Flam’s proprietary AI-first mixed reality (MR) engine, the activation delivers instant rendering, high-fidelity visuals and an environment that reflects De Beers’ brand world. The result is a bridge between physical media and digital immersion, created to deepen aspiration, connection and brand recall.
The experience includes an interactive static-to-dynamic phone moment, where scanning the ad allows users to unlock an AI-led manifestation sequence that brings to life the concept of manifesting one’s best life with natural diamonds. Flam’s proprietary AI-first engine ensures instant activation, high-fidelity visuals and an aesthetic aligned with De Beers’ brand world.
“At Flam, we’re always focused on creating interactive brand experiences that meet consumers where they are. Our partnership with De Beers is a meaningful step in redefining how audiences experience luxury. With Flam’s AI-native experiences we’re creating an interaction that feels both modern and deeply rooted in the brand’s legacy,” said Karthik K. Raman, CMO and Head of Product, Flam.
