With Massimiliano Marras, Art Director of the Krea Independent communication agency, we decided to recycle many polystyrene elements that otherwise would have been thrown away. These scrap materials in this way became an integral part of our photographic set and allowed to perfectly stand the real protagonists, our M-Use bottles, out. Some elements later have been reused and assembled in order to create bottles and glasses holders and other accessories linked to the wine world.

Massimiliano Marras explained how the photo shooting concept was born:                                                                                                                             “To design this concept, after an accurate briefing with Sabrina and Serena, I was inspired by the world of the glamour perfumery. This choice was dictated by the peculiarity and the elegance of the bottle that is suitable for this mood. In order to make the style of the M-Use project even more recognizable and unique, I suggested a photographic style characterized by coloured backgrounds, 3D objects and spectacular sceneries made up of mirrors and fabrics. Moreover, I wanted to create lights and shadows tricks to lend simultaneously the set a mysterious and precious and fascinating profile.

The element of this project that mainly touched me is the fact that the bottles of the line are designed to be reused and therefore we decided that the recycle concept was integral part of the work. After having thought different solutions, I decided to use the scraps of a company, Printmateria Srl, that works the polystyrene and proved to be particularly willing and helpful. The difficulty, but even the most fascinating aspect of this photo shooting, was that of being able to design and create ad hoc sets on the basis of the available elements.  

The next step will be that of using again the elements put together in the set, in order to create objects/display cabinets that will be employed in the Wine shop of Cantina Pizzolato.

Krea Independent is really proud of having worked with Cantina Pizzolato, since together they have been able to design and develop a project which blends research, innovation and sustainability together”.