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Advertising campaign MICAM 89: Tale 1 Chapter 1

MICAM, the leading exhibition in the footwear industry of the world, has entrusted MM Company with the creative direction for the years 2020-2024, with the accounting of Laureri Associates. Starting from January 2020, the agency is responsible for the new visual identity of the fair, art direction and production of advertising campaigns, graphic design of all paper and digital materials, dem, social media and exhibit-experience.

For the MICAM February 2020 edition, dedicated to the Fall/Winter 2020 collections, MM Company has created the MICAM in Wonderland advertising campaign.

The first chapter of the communication campaign, shot by photographer Fabrizio Scarpa, is developed through the creation of a set that relies on wide-angle lenses to deform figures and offer completely staggered perspectives and volumes. The sets include multiple elements and details - many of which are personalized, such as the iconic "Eat me" biscuits, "Drink me" bottles, sweets, and playing cards - that belong to the imagery of fairy tales, here remixed, manipulated and then reassembled: because nothing is as it seems. Some of these objects will also accompany visitors inside the fair, in a real exhibit-experience.
The narration also relies on a series of 3 short-movies, directed by Daniele Scarpa, which use irony as leitmotif, short chapters with fragmented rhythm carrying the audience inside the set and expanding their experience.

The garments and accessories selected for the campaign are
chosen from a selection of new creative talents: clothes are designed by Gianluca Alibrando; shoes by Les Petits Joueurs and bags by Benedetta Bruzziches. The campaign will be followed by a second chapter, presented in the September 2020 edition, dedicated to the Spring/Summer 2021 collections.

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scenario analysis
positioning analysis
competitor analysis
strategic consultancy
art direction
moodboard creation
creative planning
technical planning
materials and finishing selection
set up
construction site supervision
location scouting
prop selection
set up
photo shoot
video shoot
graphic design