MIDO, the world’s leading eyewear exhibition, is set to shift the spotlight back onto human creativity with its latest communication campaign titled "Refocusing on Humans." Photographed by the internationally renowned Uli Weber, this new initiative celebrates the craftsmanship, creativity, and artistry that human beings bring to the world of eyewear.

The campaign's message is clear: after the growing integration of artificial intelligence (AI) in many fields, MIDO seeks to return to the essential values of human intelligence and manual skill. In 2023, MIDO made headlines as the first in its industry to harness AI for its “Spheres – The Eyewear Universe” campaign. Now, as AI becomes more ubiquitous, the focus has shifted toward the unique talents and creativity that humans offer.

Uli Weber’s images bring this vision to life. His photography, which spans fashion, portraiture, and fine arts, captures the intricate beauty of human creation. Weber used models to create "human sculptures" that evoke the artistry behind eyewear, positioning hands to frame the eyes and direct the viewers' gaze.

Commenting on the campaign, Weber expressed his enthusiasm for the creative direction led by Max Galli and his experience working with MIDO. He noted, "In ‘Refocusing on Humans,’ I used bodies to create human sculptures that allude to the world of eyewear. The result is a sophisticated yet highly communicative image that celebrates not just human beings but the expressive power of the eyes—the true protagonists of our daily lives."

MIDO's creative direction for the third consecutive season has been entrusted to Max Galli, in collaboration with Mixer Group. Galli aimed to showcase the artisanal skill and beauty that only human hands and hearts can convey, offering a refreshing counterpoint to the artificiality that pervades much of today's reality.

The campaign will be unveiled globally across print and digital media, with additional visuals to be released over the coming months. This initiative comes alongside the opening of visitor and press registration for the 2025 MIDO exhibition, which will take place at Fiera Milano Rho from February 8-10. Last year, more than 40,000 attendees from 160 countries visited the event, making it a key gathering for industry professionals.