Iconic Italian liqueur brand Campari has just announced the release of a new four-part short film series in celebration of Negroni Week.
Helmed by London-based creative agency &Friends, "Ode to Cinema" features world-renowned bartenders Tiffanie Barriere, Mona Gallosi, Millie Tang, and Joe Schofield.
As a partner of the Cannes Film Festival, Campari's campaigns often explore its deep ties to cinema.
This time, the brand's latest effort hones in on the connection between cocktails and classic film eras.
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Each of the four ads directed by Sakari Lerkkanen showcases a different style of filmmaking while depicting the art of mixology.
In a statement to DesignRush, Lerkkanen discussed his love of cinema, which fueled his long-term goal of exploring various film genres in his work.
"We wanted each film to stand out by blending Campari's Italian identity with our own take on iconic genres (while keeping them recognisable). How we saw the acclaimed works of Wes Anderson. The 90s thrillers and works of David Fincher. The way we reimagined the 60s spy film as an Italian production (they brought their own twist on that genre during that time). That's what truly added a distinct flair to each spot," he continued.
"Simultaneously, we aimed to capture each era as authentic as possible. Beyond the wardrobe and props, there were different lenses and lights available in 50s mainstream cinema compared to nowadays. Film editing methods and trends, like match-cuts, evolved over that period along with sound design and recording. We really wanted to embrace that."
He concluded by highlighting how the expertise and knowledge of each team member helped bring the magic of cinema to life.
Interesting concepts and high production value are what separates a good campaign from a great one.
By creatively utilizing brand storytelling to take audiences on a journey, "Ode to Cinema" associates the brand closely with its connection to the art of filmmaking.
Good Show
"Ode to Cinema" begins in the '40s. the first in the series is a Film Noir-inspired affair that casts gloomy shadows upon the titular bartender and her cocktail.
Sitting contemplatively on a chair, bartender Mona Gallosi answers a ringing telephone and listens to a mysterious caller's voice.
The spot ends with her garnishing her glass with an elegant spritz.
Two decades into the future, a film inspired by a '60s spy thriller stars bartender Millie Tang in a killer red suit.
"For Your Eyes Only" involves two spies having a very discreet meeting, and is shot with a nostalgic grainy film effect. Sitting al fresco, Tang receives a suspicious-looking bag from a spy.
She closes the spot by slowly sliding over a glass of the titular cocktail, delicately garnishing it with a rose petal.
Moving into darker territory, "The Bitter Truth: A Tiffanie Barriere Film" is a thrilling '90s-inspired crime film that opens with Barriere investigating case files.
After picking up a photo of a fruit, she puts together the evidence and finds the final piece of her cocktail: an orange twist.
Finally, the series catches up to modern-day cinema with "The Curious Life of the Travelling Mixologist," a film that homages the famous style of "Asteroid City" director Wes Anderson.
Prominently featuring Anderson's signature bright yellow shades and perfectly centered framing, the quirky clip stars Joe Schofeld and introduces his cocktail: the White Flower Negroni.
After neatly packing a set of ingredients into a briefcase, the bartender closely examines a full glass before garnishing it with a small sprig of baby's breath.
The campaign fulfills what its title states; it's a very visual "Ode to Cinema" that Campari and movie fans can both enjoy.
Earlier in May, Campari drew upon its film ties once more with the launch of its third campaign as a partner of the Cannes Film Festival.
