Примите неожиданное
Экстремальное глажение вдохновило новую кампанию Crash Baggage.
Итальянский бренд вмятых чемоданов пригласил креативную группу rodeo clown и фотографа Valerio Nico, чтобы выразить свою философию путешествий.
Crash Baggage is an Italian luggage and accessories brand that believes in travel as the ultimate freedom to seek pleasure and break out of one's routine.
The brand's philosophy is summarized in its tagline, Handle Without Care, and its iconic pre-dented shells. Why? Because if brand new luggage comes with the dents normally wrought by wear and tear, the traveler is free from worrying about it.
Inspired by extreme ironing, a bona fide sport where people take ironing boards to remote locations and iron items of clothing, the new "Embrace the Unexpected" campaign produced for Crash Baggage by the creative collective rodeo clown brings travel gear to gray-toned landscapes, some of them plausible, some absurd: a metaphorical challenge to journey beyond limits and conventions.
rodeo clown is a multidisciplinary group based in Milan, specialized in adding cultural depth and authenticity to content, products, and other forms of expression through unconventional storytelling. For this campaign the group worked with photographer Valerio Nico, whose visual research aims to add a splash of the absurd to the elements of everyday life, and the collective The Circumstances, an image and video-making studio focused on exploring and developing hyper-contemporary languages and aesthetics.
Путешественники Crash Baggage оказываются у подножия вулкана, внутри авиадвигателя или в антарктических снегах — бесстрашные люди, которые знают: только нырнув с головой, можно собрать настоящие приключения.
Вмятины Crash Baggage превращают «старое и поношенное» в жажду опыта и сюрприз неизвестного — вид сумки после поездки сам рассказывает историю.
Credits:
Concept and art direction: rodeo clown
Фотограф: Valerio Nico
Монтаж и постпродакшн: The Circumstances
rodeo clown
rodeo clown is a multidisciplinary practice based in Milan focused on adding cultural depth and authenticity to content, products, and various forms of expression through unconventional storytelling. Their projects connect artists and creators from different scenes and contexts to expand the reach of lateral conversations about art forms, technologies, products, subcultures, and visual languages.
Valerio Nico
Valerio Nico — фотограф, заряжающий повседневность абсурдом. Работал со Slam Jam, SSENSE, Oakley, Highsnobiety, Diesel и другими.