Mercato Centrale | Artisan’s campaign

Il Mercato Centrale

Goodness has no filters.

strategy – creative&art direction – copywriting – graphic design – production – photo&video direction – digital communication – motion graphic

After years of communications about openings, events, products, the time has come to talk about the heart of Mercato Centrale: its artisans. And we chose to do it in almagreal’s style, without filters.

Let’s start from the beginning. Let’s start from the idea that guided this campaign.

1.
We wanted to give centrality to the figure of artisans and their products.

2.
We have chosen to make them absolute protagonists with their faces, their gestures, their smiles.

3.
We decided to do it without creating an aseptic set, presenting them in their sincerity and genuineness.

Goodness has no filters.

The concept? Elementary!

We’ve always thought so. We strongly believe in it. In a social and real context in which the substance is always filtered, modified, retouched, we have chosen to show il Mercato and its artisans for what they are: women and men with a great passion, happy to do what they do every day. There are laughters, some grimaces, gestures and amused looks.

Real women and men, for real.

This has always been the basis of our idea: to let the artisans and those who make and experience il Mercato speak, tell and explain. Naturally, to experience food for what it is, without the need for unnecessary mincing words. Because people go beyond the beauty of a place, the aesthetics of a dish prepared to perfection, the patina of a photo taken in the right light. Goodness is elementary, we have always said it. Goodness has no filters, we say this with pride.

Let’s show them who we are!

The campaign designed and created for Mercato Centrale saw us racing between Milan, Turin, Florence and Rome, to take photo shots to use as a starting point. We took advantage of this to get to know the artisans even better and more and more and –let’s face it! – also to taste their goodness. After the shooting and post-production we moved on to the creation of individual supports, in static and animated versions.

Goodness has no filters.
For this, artisans show themselves with no hesitation.

Il Mercato has no filter.
Because it is made up first and foremost of people.

Artisans have no filters.
The passion to guide their gestures is real.

Those of the artisans in Florence.
Those of the artisans in Rome.
Those of the artisans in Turin.
Those of the artisans in Milan.

Un tour de force? Un tour de vie!

In order to give you an idea, we have produced around 340 static and animated supports. Everything was obviously supported by an important investment in communication, for a result of which we are really proud. Above all, we are proud to have had the opportunity to describe Mercato Centrale by its protagonists, in a spontaneous and sincere way.

Real, for real.