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Advertising campaign MICAM 90: Tale 1 Chapter 2

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.

The creative idea that will accompany the exhibition event for the next editions is #micamtales, the fairy tales of MICAM, a collection of fairy tales, one for each year, re-read in a contemporary key. The first fairy tale of 2020 is MICAM in Wonderland: a surreal transposition of the iconic fairy tale, which is told in two separate chapters: one in February (on the occasion of the 89th Fall/Winter edition of the show) and one in September (90th edition, Spring/Summer).

In the February edition, that was the first chapter of the series, the public had already plunged into the surreal universe of the iconic fairy tale when the protagonist was stuck inside a room. In the new chapter of the September edition of MICAM Milano 90, scheduled to take place from 20th to 23rd September 2020, guests will instead move to the iconic garden, where a series of funny events take place: a tea drunk in the company of a white rabbit, a failed party despite the fervent preparations, or a bizarre experiment of painting white roses in red.

In addition to the shots by photographer Fabrizio Scarpa, there is a series of short films directed by Daniele Scarpa: 3 new episodes that, adding to the previous ones, form a mini-series that uses irony as the leitmotif of the narrative, transporting the audience inside the set and expanding the experience.

The scenographies of the campaign are carefully designed with a large number of elements and personalized details that liven up the table and the garden: sweets and cakes, tea biscuits, playing cards, roses, paint cans. Elements that belong to the imaginary linked to the fairy tale, here also mixed together with components for the creation of the footwear, which contribute, together with the shots, to distort the real, accentuating perspective imbalances and forced graphics.

Also in this chapter, the garments and accessories chosen for the campaign are eccentric, extravagant, voluminous, and have been chosen among the proposals of new generation Italian designers: the clothes are by Gianluca Alibrando, the shoes by Les Petits Joueurs and the bags by Benedetta Bruzziches.


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