DIRECTOR’S TREATMENT
MASSIMO BASTIOTTO
EVVITA A LA VITA
ITALIAN LIFESTYLE ADVERTS
ADVERT 1 & 2
PANTRY (TABLE & KITCHEN)
Italian is a feeling. It is the combination of the food,
location and most importantly the people around you that create this feeling. My happiest memories are Sunday lunches with all my cousins at the table, a table overflowing with my favourite dishes that my mom or my aunt spent cooking the entire morning. Anyone not born into an Italian family looks at these occasions as special events but to us it was just another Sunday which is incredibly special. It is the pure organic nature of these gatherings paired with the simple freshly prepared meals that create that feeling that non Italians yearn for.
IT'S A FEELING...
THE APPROACH
Mouth-watering visuals. In each of the 4 ads we will be shooting, the viewer must feel like booking the next flight to Italy. Each ad will sell the Italian lifestyle in the organic and true nature of the Italian people by shining through each product. Italians know that there is no substitute for quality and it shows even in the simplest presentation of a meal. The tomatoes are just redder, the basil is greener, the olive oil has a rich golden glow. These colours contribute to that feeling. Pairing the ingredients with a rustic no-frills table is the key to creating that feeling. Good food, good company, good times.
ART DIRECTION
Simplicity. The magic of an Italian table is abundance and simplicity. Warmth & love shine through the freshness of even the simplest of dishes. Rustic, no frills, homely table loaded with Nonna’s specialty dishes. Nostalgic splashes of Italian greens, reds, whites with a hint of lemony yellow subtly inviting the viewer’s visual sense into the Italian family feeling.
Genuine. The beauty of the products we are shooting is that they are top quality imported products. We will achieve the Italian lifestyle feeling by being true to the simplicity of an Italian family meal in our food styling. Simple, fresh, quality ingredients presented minimally yet
warm hearted
FOOD STYLING
CINEMATOGRAPHY
POST PRODUCTION
ADVERT 3
COFFEE
THE APPROACH
Unpretentious. I want to highlight the coffee machine using macro slow motion shots focussing on the textures of the liquid and the beauty of the machine. I would like to cut these into 2-3 ads of
20-30 seconds each.
CINEMATOGRAPHY
Unpretentious. I want to highlight the coffee machine using macro slow motion shots focussing on the textures of the liquid and the beauty of the machine. I would like to cut these into 2-3 ads of
20-30 seconds each.
REFERENCES
ADVERT 4
ALCOHOL
APPROACH
Simple. I want to create short 15-20 second clips of each liquid brand by highlighting the product using simple polished shots, focussing on macro shots. Putting the product on a turntable, clever simple lighting and macro pouring shots are the key elements in these ads.