The Maletti Group‘s latest collection (created by Studio Giovannoni Design) further enhanced by the work of photographer Oliviero Toscani.
The Maletti Group and its salon design role need no introductions and it latest efforts confirm the company’s position. While collaborating exclusively with L’Oreal Produits Professionnels, the company has created its own brand “Presence Paris”, comprising three eco-friendly furnishing ranges.
One range was designed by Christophe Pillet for Eco Fun®, while two are the creations of Giovannoni Design (Green First® and the later Alu Green®). Based on versatile wash units with modular parts in glass resin, the new range is constructed entirely of recycled and/or recyclable materials.
And not another important collaborative contribution is further enhancing this product. The Scandiano-based company called on Oliviero Toscani, one of the most famous Italian creative minds, wddho came up with a witty and visionary interpretation for Alu Green’s advertising campaign. Toscani explains the evolution of the idea: “I imagined being Tarzan in the jungle, going to visit Jane. But I couldn’t find her – instead I found Cheetah and all his friends…”
What’s the message behind the campaign?
It goes back to the idea of imagination and show business, thinking out of the marketing box, which in any case is not really so rational.
How did you create this image?
Thanks to the best digital technology currently available, the same technology used for avantgarde special effects, this campaign was possible. It took over a month to put together all the pics to create this project.