we started at the beach.
months of planning, moodboards, scripts and shot lists all led to this moment.
we landed in Italy and before we could even sip an espresso freddo we were already down at the beach, cameras on.
the weather had the whole team in flip flops and some in speedos.
i personally came very unprepared so the latter was by submission as they don't have 'boardshorts' here.
the beach was overflowing with people and every direction we turned, someone wandered into the background, stood still, and stared into the soul of the camera.
the heat refused to let up, the light changed faster than we could work, and before we knew it we were hours behind schedule.
Tutto Passa
nothing was going to plan.
the architecture of our aperol tower was looking similar to the one in pisa and every time it fell we had to clean the glasses, polish them, refill the ice and aperol, spray them with mist and build it again.
sunburn started setting in and we realized we were going to have to cut one of the three campaign pieces we'd planned on shooting.
that hurt.
and for a moment, it felt like we'd flown a whole team out to europe for nothing.
then the city saved us.
we wrapped on the beach and traded flip flops for suits.
some locals we'd only just met invited us into their apartment.
within an hour their living room became our studio.
hair, makeup, styling and cameras were suddenly spread across the kitchen floor.
the place we'd never planned to shoot became the one we'd remember the most.
the best locations are ones you can't find on moodboards.
sitting in our apartment now, reflecting on it...
the moments we tried hardest to control weren't the ones that made the trip and campaign memorable.
it was the places we stumbled on, the strangers we met on the street, and the chaos in between the planned shots that ended up becoming the real essence of it all.
somehow, everything that seemed to go wrong gave us some of our favorite images yet.
naples... its been real.
tutto passa.
