SEP/2022 - A Digital Ambassador for Real Change
Created by The Diigitals for Magnum, AWA represents a new approach to digital humans, one built not around influence, but around empowerment, representation, and social impact.
Developed as the face of Magnum's largest social initiative to date, AWA was created to represent the women at the heart of the brand's cocoa farming communities in Côte d'Ivoire. Through education, entrepreneurial training, and income diversification programmes, Magnum is working to support women in building sustainable livelihoods and greater financial independence, helping to create positive change for families and communities alike.
Unlike a traditional virtual ambassador, AWA was designed as a collective representation of real people. Using advanced 3D mapping and digital character creation techniques, The Diigitals worked with 128 women who had already benefited from Magnum's impact programmes. Their portraits, features, and stories informed the creation of AWA, resulting in a digital human whose identity was shaped by the community she was created to represent.
Making of AWA
Everything from AWA's appearance to her presence was designed to reflect the strength, resilience, and individuality of the women behind her. Rather than representing a single person, AWA became a symbol of collective achievement and opportunity.
To launch the initiative, Magnum partnered with Ivorian fashion designer Rebecca Zoro on an exclusive capsule collection inspired by local culture, craftsmanship, and the cocoa farming communities themselves. Working alongside Studio Acci, The Diigitals recreated the collection in digital form, allowing AWA to model the designs through a series of editorial images that combined fashion, storytelling, and social impact.
Rebecca Zoro collection.
The collaboration demonstrated how digital fashion and virtual humans can be used not only to market products, but to amplify voices, celebrate culture, and connect audiences with meaningful causes. Through editorial imagery, digital craftsmanship, and authentic representation, the project brought global attention to the women behind the initiative and the opportunities being created through Magnum's wider community programmes.
More than a digital character, AWA became a platform for storytelling, visibility, and empowerment, proving that technology can be used not only to imagine new worlds, but to create positive impact in the real one.
AWA Programme Example