21/06/2021 - MARTINELLI LUCE: LIGHTFORLIFE
OUR FILM FOR THE LIGHTING DESIGN LEADER BRAND IS OUT
Let’s break the ice about our last project for Martinelli Luce, new corporate video to communicate the brand positioning within the world of lighting design. Martinelli Luce is a lighting design leader, known worldwide for lamps like Gae Aulenti’s Pipistrello, Profiterolle by Sergio Asti or Elio Martinelli’s Cobra. But there’s a huge universe hidden behind these iconic objects, in a constantly evolving cosmo guided by technological research.
Minimalism, geometry and nature are the values through which Martinelli Luce tells its story and takes inspiration for its lamps. How could we enclose the path, the work and the philosophy of the brand in a single film without merely advertise? This was the true challenge, a big stimulus to overcome.
We’ve reached the conclusion that the best way to conquer the viewer is to find an alternative and immediate concept. To tell Martinelli Luce universe without falling into banality, we decided to use images of its iconic lamps, but without ever clearly show the objects. What does it mean? We worked specifically on details - materials, shapes, colors - through which the products can be guessed, but are never revealed. This manner of telling Martinelli’s story creates a film that is immersive and sensational more than narrative, diving the viewer right into the magic universe of the lighting design brand.
The film’s path moves from a cold atmosphere to a sensual warmth.
A flash of cold, crunching of a thin layer of ice, drops sliding on a cold surface, lights and shadows. And then, lights lighting up like a sudden epiphany of a starry sky, or emerging like the sun on the horizon, or melting in a fluid motion. Geometries composing themselves into the void, reflections and vibrations.Through the eyes but also the ears - stimulated by a captivating music - the film involves all the five senses: touch, smell, and even taste. Shapes are expanded and stretched, revealed like natural bodies, in which are inscribed the key-words driving the corporate philosophy.
Not just a film: “Lightforlife” is an experience.