Art Direction
McCain Foods Italy
Photoshoot
THE PROCESS
Challenge
McCain Foods Italy asked for directing a photoshoot during the TuttoFood fair in Milan – a very well renowned fair that every two years see the partecipation of brand from all over the world.
Solution
I directed the TuttoFood fair photography. The people that waved life into the stand tasting lots of potatoes were shot in street photography style. Fries and chips were presented and photographed in gourmet-like style. The dark stone slab where each composition was layed down, has been chosen to provide the same coarse falvour used in the Metro Cash&Carry adv campaign.
SHOWCASE
My Role
As art director I have been in charge of the visual production, with the clear intent of uinifying it on a common ground. I decided about visual elements, the overall campaign style and devised the concepts before converting them into graphic design solutions. I made sure McCain message for this campaign was delivered as intended by the client.
The Final Product
The advertisment campaign was sucessful. It attracted a lot of people into the TuttoFood fair stand, it also helped to consolidate the brand and to slightly increase the revenues of that quarter.
Ultimately the visual aspect of the campaign was very appreciated by the client and by the customers.
