FIAT – 500E from Great Guns on Vimeo.
FIAT – 500E – ARMANI from Great Guns on Vimeo.
FIAT – 500E – BULGARI from Great Guns on Vimeo.
FIAT – 500E – KARTELL from Great Guns on Vimeo.
Great Guns director Federico Mazzarisi helms the striking films that showcase the new car and three one-off models from Bulgari, Armani, and Kartell
London, Friday 3rd April – Fiat is going ‘All In’ with a stunning new worldwide campaign to promote the launch of its first-ever electric car. Endorsed by Leonardo DiCaprio, who has spent the last 20 years fighting climate change and defending biodiversity, Fiat’s new mission is to invite everyone to champion more sustainable living. To support this cause, the car manufacturer has not only launched a new fully-electric Fiat 500, but three one-off collaborations with Italian fashion brands Bulgari, Armani, and Kartell.
The three unique models – which will be auctioned off with proceeds going to environmental charity The Leonardo DiCaprio Foundation – are showcased alongside the new electric 500 in a striking series of films from Leo Burnett and Movie Magic International.
Directed by Federico Mazzarisi, represented in the UK and US by Great Guns, the films are stunning explorations of light, using lamp reflections to slowly reveal each of the cars’ features before the final futuristic designs are showcased. Federico collaborated with two Italian cinematographers for the campaign, Michele Brandstetter for the fashion side of the shoot and Renato Alfarano for the car interiors.
Federico Mazzarisi comments: “My main goal for these films was to articulate the style of Fiat through the imagery of Bulgari, Armani, and Kartell. Although there were no actors in the films, I wanted to make the campaign passionate, emotional, and intense – maintaining the DNA of Fiat with the influence of fashion brands. Production designer Paolo Monzeglio was wonderful to work with, helping me choose the right set up for each unique brand.”
The Armani spot sees Federico play with mirror compositions, using reflections alongside minimalist and essential imagery to build to a crescendo in the film. For the Kartell model, the team once again chose a minimalist, concrete environment that also featured the Kabuki – Kartell’s iconic lamp. The shoot for Bulgari, meanwhile, included more than 70 moving crystals. These were hung from the roof of the studio behind the car, creating an atmospheric, futuristic tone.
Federico adds: “For Bulgari we had an incredible VFX team, as we were shooting in super slow motion at 1000fps in order to create the golden dust effect that covers the car. This was especially interesting for me as I’ve never used so many in-camera effects – something that was essential as we only had seven days of post production before the intended launch.”
The films, originally due to launch at the Geneva International Motor Show, are online now.
Advertising Agency: Leo Burnett, Turin
Executive Creative Director: Francesco Martini
Creative Director: Giuseppe Campisi
Art Director One-Off: Elisabetta Ursino
Art Director Opening Edition: Gaetano Cerrato, Edoardo Bergantin
Production Company: Movie Magic International
Director: Federico Mazzarisi (represented by Great Guns in the UK and US)
DP: Michele Brandstetter
Production Designer: Paolo Monzeglio