role: CREATIVE & ART DIRECTOR + VISUAL CREATOR + FILM DIRECTOR | nature of project: MULTIMEDIA CAMPAIGN | area: FASHION | medias: PHOTOGRAPHY + ILLUSTRATION + FILM | duration: 3 minutes | territory: nationwide | client: Fábula | Rio de Janeiro, Brazil - 2012
Multimedia campaign for Fábula's 2012 Fall/Winter collection conceived as a tale told through a short film + a limited edition catalogue with photographs and hand illustrations. As the brand’s name "fábula" literally means "tale" in portuguese, I imagined a tale for the campaign of this collection. My primary inspiration for its creation is one of the clothes’ prints: a bear on a bicycle. I invited the musician Domenico Lancellotti to narrate the story and to create an original music, with an experimental arrangement. I then adapted the tale for a printed version, with additional hand illustrations and typography. Conceived as a limited edition of art prints, it was printed on A3 canvas paper to have a “fabric” touch. Concerning the animal masks, I handmade them with my fairy-assistant Alice Gelli and thanks to their success in the tale we had the pleasure to then adapt them for a commercial version in a limited serie, sold in Fábula’s stores for carnival.
THE TALE: GraUhu is a story about solidarity and the construction of identity: having lost her yell during a bike ride, a teddy is comforted by new friends who help her look for it. As they weren’t able to find it, they create together an unique new one: « GRaUhu! », which is the mix of a growl with a shout of happiness ("uhu" in portuguese). Discover hereunder the FiLM, the photographs, the tale’s translation in English and the making of.