Corneliani

Italian menswear manufacturer. The family-run company dates back to the 1930’s, in the early 1950’s the company started to grow and in the mid 1980’s Corneliani USA Inc. was founded in New York to aid distribution in the USA and Canada. In 2005 Corneliani received the Premio Leonardo award for Quality awarded to Italian companies which promote products “made in Italy”.

Oil on paper

textures made by hand with oil colours scratched on paper. Depending on the type of paper and the instrument used to scratch, it’s possible to create different surfaces to scan and use digitally to give texture and therefore enhance the illustration.

The Jack Stupid

is a creative studio based in Milan which specialises in video and animation. www.thejackstupid.com

Bauhaus

was an art and design school which operated in Germany from 1919 to 1933 in the historic, cultural context of the Weimar Republic. Heir of the pre war Avant-Garde, it wasn’t only a school but also represented a fundamental reference point for all the innovative movements in the field of design and architecture.

2018 • Corneliani

PERCOLOMETRIA

2018 • Corneliani

PERCOLOMETRIA

Fashion film for the Italian brand – Corneliani¹

TECHNIQUE Oli on paper² / Digitale

COLLABORATION The Jack Stupid³

DIRECTION Matteo di Gioia / Luis Felipe Bueno

ILLUSTRATIONS Anna Resmini

PERFORMER Cristian Cuoco

CAMERA Pietro Agostini

ART DIRECTOR Pablo Arroyo

Percolometria is a fashion film created for the Italian brand – Corneliani.
The request from the art director Pablo Arroyo was to develop an for the brand’s new campaign which could surprise and depart from the usual notions of the classic fashion films where new garments are presented in a conventional way.

The project was executed in a completely liberal atmosphere which provided the opportunity to conceive a technically original and visibly attractive solution.
A dancer with head and hands replaced by abstract elements, who dances, whilst wearing certain garments from the new collection, within imaginary spaces composed of geometric images inspired by the Bauhaus⁴ universe.

The Corneliani campaign was concluded by the sending of 750 iPads containing the video content to journalists, influencers and its top clients.