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Advertising campaign MICAM 92: Tale 2 Chapter 1

MM Company, the agency entrusted with the creative direction of MICAM Milano (the world's leading international footwear exhibition) with the accounting of Laureri Associates, chooses one of the most famous fairy tales to continue the communication project #micamtales, the fairy tales of MICAM. "MICAM Glass Slipper" is a reinterpretation of the famous fairy tale, characterised by the iconic glass slipper.

The fantastic universe of "MICAM Glass Slipper" (just like the previous "MICAM in Wonderland")  accompanies visitors for the next 3 editions of MICAM, telling as many topical moments of the story. In September 2021 (Spring/Summer) the first chapter "Glamorous disaster" shows the protagonist's vain attempt to create her own look for the Grand Ball, in February 2022 (Fall/Winter) the second chapter "Glamorous magic" takes us into the magical spell that culminates in a dream dress; and finally in September 2022 (Spring/Summer) the third chapter "Glamorous Ball" culminates in the quintessential fairytale Ball and the loss of the iconic crystal slipper.

The campaign shots, by photographer Fabrizio Scarpa, are accompanied by a short film for each chapter, directed by Daniele Scarpa. The narrative is based on the constant contrast between fairy-tale imagery - rendered by the romantic atmospheres, the slow pace, the location and the clothes - and narrative hyperrealism - the original fairy-tale has been declined in a contemporary context, with all its fragilities, uncertainties and contradictions.  

Great attention has been given to the fashion story, which will immerse the audience in a precious succession of looks created by leading international talents, such as Sara Wong and MonRoi Roma (dress and shoes respectively), 19:13 DRESSCODE, Avaro Figlio, Antonio Corposanto, Rami Kadi and the maestro Renato Balestra. The looks are enhanced by shoes by Oteri, MonRoi Roma, Antonio Corposanto, A.Bocca, Le Saunda and by bags, accessories and jewellery by Halìte, Salar Milano, Benedetta Bruzziches and Sharra Pagano. A tribute by MICAM to the world of creativity that has the power to make people dream and promote Made in Italy in new avant-garde forms.

The first chapter of the "Glamorous disaster" campaign will also live inside the physical exhibition, where a special exhibit-experience inspired by the theme of glamorous disaster is set up. An example of communication integration that increasingly accompanies the MICAM world across all communication platforms: the physical exhibition, the digital exhibition, social media, the website, traditional and digital media.


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
photo shoot
video shoot
graphic design