ABBACINO Fashion, spring & summer campaigns
Whole campaign: editorial, lookbook & fashion film
- Location scouting
- Pre & Production
- Editing in post-production
Abbacino presents "Meraki", its new AW19 collection, inspired by an ancient concept that speaks of love for things well done. Used in Classical Greece, when man was the centre and measure of the Cosmos, Meraki is one of the few words that has not been translated into other languages, perhaps because its ultimate meaning has been diluted in time or lost in the rush of our society.
The production team of "Al Aire Films" had the task to capture this love and ease for creative activities in pure photographic images and a gorgeous fashion film, all shot in only one location, small team and a mix of natural and artificial light.
A year later the campaign "Free spirit" was born. It's about our call for originality and freedom at a time when everything is hyper-connected, digitised and under discussion. While trends are experiencing the return of the retro spirit and the vintage touch has become the most modern, we propose a reflection that gives us lightness and comfort of mood and shapes. To feel free and at the same time connected to the privileged environment that surrounds us, our client proposes more sustainable and recycled materials to connect with what really counts: nature, emotion, the dreams that make us feel alive. In our attempt to slow down the pace of everyday life, the details that make us feel in control of our time are of vital importance.
The advantages of shooting a fashion campaign in Mallorca in winter are guaranteed by the great light conditions. So it was a real pleasure for german photographer Lina and her great team to guide the autumn and winter campaign and scout the different outdoor locations to capture the "free style" for abbacino's AW20 campaign.
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