One Mario Sirtori
One World Adv campaign - 2019

Micro Macro.

The construction path of the ONE brand passes through the forms with which it presents itself to the public. In collaboration with Big Nose Production, which deals with communication on social media, we have designed the contents of the adv campaign entitled ONE World. It was necessary to show the detail of the fabrics without this becoming tedious or redundant compared to technical communications already available on the site. The idea was aroused by artists such as Tatsuya Tanaka who introduce human miniatures into landscapes made up of ordinary objects. In our case we wanted to modify the variables involved. The landscape is always a fabric of the ONE collection, and the subjects that interact with it are actually photographed and subsequently affixed with photomontages. Attention first goes to the subject, small compared to the whole frame, and then widens to the context, to observe the plot.

From the Alps to the Andes.

The velvets suggest the moors, the new and bright herbs of a hilly landscape, the shining sands of a desert. The decidedly three-dimensional double beam fabrics refer to rocks, clods and earth. With this game of references, it was possible to build multiple scenarios, to the point of creating an atlas of the vast world of possibilities offered by ONE.

Figures of speech.

Photomontage is in itself a poetic act: the immediate approach, that is without intermediate steps, between two or more distant semantic fields. It can be a superficial game and an end, or it can suggest to our perception of the qualities on which until then we had not reflected. Thus, the fabrics presented as if they were a motocross track, or a field on which a threshing machine passes will be resistant to abrasion and rubbing. The fabrics we see draped in space to simulate the slope of a mountain or a rocky wall are appreciable in their adaptability to complex geometries.

Values at stake.

Not taking yourself too seriously, typical of digital communication, is a fundamental key to convey the brand's credibility. The friendliness of the communicative game helps to perceive the brand's self-confidence. All this without losing sight of the objective of making explicit the values that determine the real goodness of the manufacture.

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