B ALIVE, Feel Alive to Feel Free!
Meeting a friend at the bar, spending carefree evenings at home with family, lying on a field reading a book.
They all seemed almost taken for granted, but in reality, they were not at all.
Essential things that needed no embellishment because they were the true primary assets of mankind.
Perhaps we were too immersed in excessive consumption, always having everything at our disposal. We were focused on owning a lot, constantly asking, and demanding without hesitation. Above all, we took everything for granted, without feeling a sense of duty towards respect and gratitude.
In the new advertising campaign for FW 21/22, the Boggi Milano man is portrayed in his everyday life, without filters, without masks, embracing human dimension, dressing in increasingly high-performance, versatile, and comfortable garments, confidently moving within his metropolitan space, Milan.
The city serves as the backdrop for daily living, capturing the scene through cuts and interplay of light and shadows among historical constructions and the city’s dynamic, modern, and minimalist new buildings.
Feeling alive and engaged in everyday things, rediscovering the humanity that binds people within urban spaces, which become the stage where the Boggi Milano man lives and transforms with elegance and style.
Credits
CREATIVE DIRECTOR
Valentino Bedini
MAIN PHOTOGRAPHER
Federico De Angelis
PHOTOGRAPHER ON SET
Luca Stefanon
CINEMATOGRAPHER
Stefano Bella
PRODUCTION
JetSet Production
STILL-LIFE PHOTOGRAPHER
Andrea Sestito
