Cotton Candy and the Lightness of Being
"Less is more"
The famous phrase by Robert Browning in his poem “Andrea del Sarto", then adopted by Mies van der Rohe and many others, has been once again the main inspiration for one of our projects.
When approached by Chiara Martinelli, jewellery designer, to revamp her brand and shoot for her new collection, Cotton Candy, we started to brainstorm together. As the brand is based in Brighton, the first inspirations were analogies with the world of the fun fair, the circus, and the dreamy Fellini-style seaside scenarios.
Soon, time and budget restraints put a brake on the abundant scenarios we were visualising in the initial mood boards.
Then, in a moment of deus-ex-machina the solution arrived; let’s strip the concept to the essential, keeping only the three base ingredients:
the candy floss (or cotton candy for the American market)
Since each of our creative campaigns has a title, this project has been then named
“Cotton Candy and the Lightness of Being”
Title and base ingredients were enough for me to start sketching the first visuals, which were then submitted for our client's approval.
Chiara’s colourful jewellery worn by a model, hidden behind gigantic candy floss in complementary and evocative colours.
Then our still life shoot, aimed to produce imagery for social media and website, came to life in a painterly soft-focus style.
Our client has been happy to see how we have been able to develop a full project from inception to completion, keeping the outcome consistent with the initial concept and delivering valuable imagery for the brand’s new look.
Here is Chiara’s testimonial:
"Working with Marco was just great!! Marco is passionate about his job and works with great professionalism! After our initial meeting and briefing on my creations, Marco came back with a great concept, and a storytelling board visualised with sketches.
In a short time, Marco put together a fantastic team and kept everyone informed on next steps, progress and actions up to the shooting day when everything went super smooth!
I can’t wait till the next campaign!!”
We also developed for Chiara Martinelli Fashion Jewels a new website with integrated e-commerce shop.
Cotton Candy & the Lightness of Being
credits & acknowledgements
client // Chiara Martinelli Fashion Jewels
photography & production // Marco Joe Fazio
art direction // Gian Marco Tavani
fashion styling // Sara Darling
make-up & hair style // Fanny Burgos
model // Natalia Satunova