Ideal Work
2019 Offline Advertising Campaign
Metaphysical Aesthetic of Concrete Architectures
The whole project of this offline ADV Campaign was inspired by the Brand’s new corporate payoff “Think Concrete”.
It was a lucky chance to actually rethink the company communication strategy;
so far they basically focused on real cases images in order to show all real possibilities and application of concrete.
Now the word “think” let us picture new spaces, explore different up-to-date moods and dare original solutions.
Therefore we decided to take the opposite way and create imaginary scenes in idealistic settings using 3d Modelling/Rendering.
We wanted all the images to create different moods and styles to show the limitless creativity allowed by the product lines.
We pushed this concept by approaching the planning of a variety of different architectures.
At the same time we intended to adopt an overall aesthetic language, highly connotative and easily recognisable.
What we had in mind was a collection of episodes.
To keep the message halfway between reality and fantasy we hinted at an art movement that actually achieved this in the early 20th century: the Scuola Metafisica. We took the works of the painter De Chirico as a vocabulary to tap into.
His language made of Elements such as Arches, classical sculptures, sharp lights and shadows are the starting point for different episodes.
Agenzia
DigitalMindCliente
Ideal WorkAnno
2019Services
Ideazione Concept, Copy, Direzione Artistica 3D, GraficaPartner
3D: Andrea LeoniModern Luxury
A contemporary bathroom, in a minimal/luxury style.
This is what we can get by mixing the wrapping vocation of Microtopping concrete with precious elements by Purometallo in its corten steel variation.
A Sober richness.
New Minimal Country
Outdoor and country are often synonyms.
We wanted to get rid of this cliché and to re-invent an outdoor country housing by giving a minimal and futuristic touch.
Like an outdoor exhibition gallery that hints at some Fascist architectural masterpieces.
The two product lines SassoItalia and Rasico are typical country houses but by changing their context and colours they gain new meanings.
Brutalism
An architectural movement that needs no further explanations and thanks to which the use of concrete lived a renaissance these last years. It brought to success the Company best seller lines: Nuvolato Architop and Microtopping.
This peculiar style has an unusual application in this long perspective living room, a sort of corridor with openings to different rooms and spaces.
Contemporary Traditional
Pastel yet lively colours, little decorations, traditional finishings for a bohémien open space kitchen.
The youngest product line, Lixio, replicates old vintage terrazzo floors, a fancy ongoing interior design trend.
