Leave it to the Italians and their country’s delicious coast (and their aesthetically-pleasing human species to create the right image for this TVC for a new men’s fragrance “UOMO” by Ermenegildo Zegna.
What peaked my interest in this TVC was not only the beautiful photography and setting – it’s on the Island of Capri – but also the modern house with the dramatic setting, on a craggy rock, with stairs that climb the entire side of the house that takes one upstairs to the rooftop. Casa Malaparte is the name of that magical house, and the gorgeous photography comes from Jonas Åkerlund.
… conceived as a modern monument to masculinity. It is the compelling story of a man with an undeniably strong appetite for life who is on a personal quest to find his equal.
As the Zegna Uomo man, brought to life by Zegna’s classic ambassador model Ryan Burns, pursues his goal, the action pulses with the radiant energy of a natural phenomenon. First taking the viewer on an elegant thrill ride along winding cliffs that are both tantalizing and dynamic with their beauty and suggestion of danger.
The narrative takes an ascendant turn at Casa Malaparte, an autobiographical and architectural feat built with a reverence for its unique Italian landscape. Its iconic presence makes it a most fitting landmark for this modern fragrance icon. Envisioned and built in 1942 on a peninsula on the Isle of Capri by Italian journalist and writer Curzio Malaparte, Casa Malaparte is a testament to masculine determination and intensity, and therefore a perfect centerpiece of the Uomo film.
Inspiration: Marco Guerra Studio