…tell it right!
Call your collaborators, your customers and your friends,
and make them know how you won gold,
thanks to your hard work, so thanks to them too…
ONE EYELAND AWARD 2014
SUB CATEGORY: Food
TITLE: Qualità Ineguagliabile
Art Direction: Luca Crescenzi & Luca Nicola
Food Stylist: Francesca Versolatto
Assistants: Marco Bergamini, Alessandro Della Valentina
To participate in the tour of Paris of AMPI (Accademia Maestri Pasticceri Italiani….Academy of Italian Master Bakers) was not only an honour but also a real pleasure.
The meeting with the great French ‘maitre patissier ‘, in the laboratories and workshops of, Pierre Hermé, Arnaud Larher, Jean-Paul Hévin was particularly interesting from many points of view.
Firstly: the tastings…well yes my dears, macaroons, chocolates, desserts, an unforgettable sensory experience.
Secondly: the discovery of an extremely high level of craftsmanship associated with illustrious names from the French Relais Desserts. This is an aspect of my work that I love immensely, the possibility to learn about the multi-facets of completely different worlds, the meeting and the relationships with people who live and work with passion and outstanding competence.
Thirdly: the relaxed atmosphere on the occasions of the meetings takes away the classic stress of daily working rhythms, what’s more I must add that the bakers are rather friendly.
And then there’s Paris.
The city which, as a boy, I wandered far and wide with my camera hanging from my neck, the first B&W until the 2005 calendar of the six European cities, which you can see here, a city always fascinating and enjoyable.
Thank you AMPI
Here some photos: the official shot at Trocadero, the backstage (tourists take photos to the photographer, shooting the…Tour Eiffel), the behind the scene of the travel with some famous pastry chefs…the latest vips of the tv.
The end of the year is for summing up
it is the time for making proposals for the New Year
At the end of the year there is Christmas
And at Christmas we tell stories to the children
But also to the grown-ups
Think about your story
There are no others like yours
And so tell me
What is your story?
Suddenly I heard shots, maybe they were aimed at me, a warning: don’t get too near.
I approached the farmhouse at sunset, I had found the road perfectly, dividing the cornfields, very like the agency’s layout.
I couldn’t miss the opportunity: father and son, the two models, I would have taken them at another time, time was short, and the forecast promised rain.
Click, I get nearer, click, I find the perfect angle and I hear two shots. I finish filming, get back in the car and I’m off.
Maybe they were not aimed at me, but it seems to me they don’t hunt at sunset.
It was only the beginning of the campaign “Simply Grow Together”. for ADAMA, adventurous, I would say.
The rest went smoothly, photos and videos in the farmhouse; the background behind at the doorway, we would have put it in afterwards, then the hay, the tractor, father and son who walk towards the house…blessed post production.
A good working group.
The doubt remained, that shadow at the bottom of the road, not very reassuring; maybe he was testing his rifle for the weekend.
My granny always told me that it was a dangerous job, a photographer.
And here the Behind the scene
I have known restorers, a lot of restorers I started photographing altarpieces, frescoes.
Three are the sacred moments of the documentation, a ritual: The first, the during ( the cleaning, we have already spoken about it, you remember) the final: the rebirth of the work of art.
For the restorers it is a new birth I have joined them in churches in the deep winter, in the convents, sisters, brothers, pastors, few prayers, a lot of cold, damp.
The restorers, a bit like all those who pass hour after hour in solitude, or in the company of only an assistant, become hard, sharp, I would dare to say envious, they cannot stand one another, it is an environment “ not very recommended”.
I met Alberto late on, when the photography of restoration for me was already water passed under the bridge and maybe he showed me another face of the restorers.
Alberto is mild, but not superficial, on the contrary full of passion, enthusiasm, love for life and for his work.
He travels, and this is not to undervalue, a journey, physical or of literature opens the mind.
He has a severe look, but soon after he smiles, laughs, jokes, maybe it is a sign of a shyness in his distant youth.
He has great respect for the interlocutor of the moment, but if he doesn’t like you he doesn’t speak badly of you, if he is not interested, he ignores you, you don’t deserve his time.
When he speaks about his work he lights up, suffers, gets angry.
In painting regret is an afterthought in continual progress, that an artist puts in place, masking the previous version which he doesn’t think is satisfactory.
And the restorers discover the regrets of the artists working on the canvas Alberto’s regret concerning his work regards bureaucracy.
He has never loved restrictions. But you can’t but think well for the future.
the sailor man
I know, skipper,
visiting my studio.
“I sailed, i crossed the desert at 50°,
I’d like to tell the adventures of my life”
Here you can see the latest shooting and video adv, for the newest swimsuits and bags collection Save My Bag.
Here we have Grout Selection, our new Mapei Advertising Campaign
every time I see a “free” thing
I never understand if it means freely or without,
here, it means without, an image made without photoshop, with the spirit
of an exercise, how would it be (how it was)
to create images without photoshop?
and that is: all the “paste item”s that today we do on an image
with the mouse, to do them on the real object, manually, and to photograph it.
For this performance, which clearly has a sense of
communication (the ingredients are authentic, “real” , not virtual) has
been chosen to pay homage to the edible portraits of Arcimboldo,
thus, with specific themes of communication ( the necta range, the brio machine,
the tango machine) original compositions conceived and produced
have been dedicated by a team of stylist food designers
using ingredients of products delivered by machines,
an incredible work, practically senseless,
but philosophically very sensible, like a Tibetan mandala,
to arrive at a click, an advertising image, by its nature
deciduous and passing…
( and with some significant additions in view of the expo, the excellence
of food technology, with the genius of Arcimboldo that illuminates
food made in Italy)
The related short videos are mounted accelerated,
with adequate soundtrack, the Aria of the entrance of the Queen of Saba
from Solomon by Handel,
while the long video instead follows a sound wave of cool jazz.
In the videos, the mandala work of preparation of clicks
is accompanied by questions imprinted over,
“what is quality, how can we recognize it?”
or:”how do you create a work of art” “what does it contain”
and the replies are in the images: unparalleled quality, the art,
the freshness all come from the work, from the method, from the good ingredients
and from the genius, from the hands of who works it.
The final image, photoshop free, is flawless!
Authentic reality, more than the landing on the moon.
I was there.
ART DIRECTION: Luca Crescenzi & Luca Nicola
FOOD DESIGNER: Francesca Versolatto
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