It’s all about being. A self-affirmation that doesn’t need any explanation, adjective or definition.
It’s all about being: it’s up to every single one of us to decide who we are, following our deepest instincts and overcoming our limits, building a self-narrative that goes beyond societal façades, striving to find personal awareness in revealing our most intimate self to others, while trying to express ourselves, freely.
It is from this thought that the new communication campaign for Pianegonda was born, where “it’s all about being”, a never-ending mantra whispered compulsively to ourselves, is in full truth an invitation to look within, to discover our unique essence and beauty, to treasure the distinctive traits defining our being.
The main characters in Pianegonda’s new narrative are four young emerging artists paving their way in the cinema and music industries, who, for a moment, show us their truest self, in an introspective journey that leads them to a deep reflection on what it really means to “just be” and to embrace their diversity, without labels and categorisations.
Rocco Fasano, leading actor in the hit Netflix series “Skam”, Serena De Ferrari, best-known for her role in the series “Mare Fuori” now streaming on Netflix, Daniela Scattolin, who starred in another Netflix production “Zero” and Karakaz, a punk-rock musician that caught everyone’s attention during the 2021 edition of X Factor: a composition of new, contemporary faces whose magnetic energy is encapsulated in a fresh stylistic image and expressive spirit.
How can we really be ourselves? We find complete self-realisation when we commit to breeding our talent passionately and we leave space for our potential to explode, without fear, conscious that only sky is the limit. Hence why the choice for this campaign fell on four talents who are currently embarking on their artistic journey in an authentic and distinctive way, making their unique traits their most powerful asset.
This Pianegonda campaign introduces a new narrative chapter for the brand, which under the creative direction of designer Betony Vernon sets the basis for a stylistic and aesthetical revolution that looks to the future with a new signature colour and a design attitude that is the result of Pianegonda’s heritage being reimagined according to the current zeitgeist.