News // 16 News by MontanariPR
The DR. MARTENS spot celebrates ‘Nu Souls’
How does an icon become an icon? This is the story of the Nu Souls, those who are preparing to become icons, but still do so much far from the spotlight.
C41 created and produced a new editorial campaign for Dr. Martens, launched through a video teaser that recounts and reconstructs the steps every artist takes to get to the big stages. From the uncertainty of the zero point to feeling that everything is finally possible.
Celebrating the 10 years of the Jadon platform, Dr. Martens aims, once again, to establish itself as an iconic brand for an entire generation of style leaders. From Millennials to Generation Z, Dr. Martens is able to cross time gaps and be an eternal reference point, far beyond passing fashions. A symbol of rebellion and freedom, of diversity and self-expression, which find full manifestation in the musical context. Almost every artist, sooner or later, has defined himself through a pair of Dr. Martens, at the same time redefining the identity of the boot itself. The Jadon is the shoe for those who want to go further while remaining true to themselves, and not relegating all self-expression to clothing. It is a shoe that claims to be there, turning the spotlight on the wearer.
Making their way through suburban stages and rehearsal halls, the Nu Souls are preparing to conquer the main scene. Exponents of a new genre, born from the reinterpretation of 70s R&B and soul in a contemporary key, through pop and electronic sounds. But they also represent the return of an interiority (in the lyrics and the mood) that was gradually disappearing in the latest commercial drifts of pop and trap music.
C41 went in search of the emerging young icons from Milan who characterize this world and who will soon conquer it. Wearing a pair of Dr. Martens, they can finally express themselves. Visualizing the stories of Ethan (voice), Julie Ant (saxophone), Andrea Dissimile (drummer), and Evissimax (DJ), the video teaser recounts the journey of an icon.
Step 1 – THINK IT … First of all, an idea needs to be explored and experimented. In this first step, we get to know the artists in the place of reference for their creative process: from the bedroom to the rehearsal room, passing through any other place that is significant in the process of conception and composition, like a Chinese restaurant or a car park.
Step 2 – MAKE IT … Once conceived, an idea has to be realized. The artists are called to become who they really are, and we follow them in this important process, together with the people they feel closest to. Hair, clothes, and shoes: everything participates in the definition of an increasingly defined and personal identity. And finally, they can also wear their Jadon.
Step 3 – SHOW IT … Now, at the end of this journey, it’s their turn. The last step is when they can finally share with the audience what they have created: the performance, as well as themselves. The artists are portrayed during the moment when they show us all that they created and what they really can be. There it is the public itself that will determine the success of the project. To decide, in the end, what could really become an icon.
Each of them had the opportunity to build their own myth, through the most classic of heroes’ journeys. And within these contemporary mythologies, every rule is subverted. Thus the stage, together with the parterre, becomes a perimeter within which to begin writing one’s own story, with no more fear of the spotlights. And they, ultimately, became icons.
Dr. Martens, colloquially also referred to as Docs or Doc Martens, is a shoe brand of the British company of the same name, Dr. Martens PLC. Dr. Martens were developed following WWII by German physician Klaus Märtens, to whom they owe their name. The owner AirWair International/R. Griggs Group Limited was acquired in October 2013 by financial investor Permira. Since 2016, Dr. Martens also offers vegan alternatives to a large part of its models, which are mainly made from synthetic materials.
GoSee : drmartens.com
CREDITS
Produced by C41
Client: Dr. Martens Ilaria Bonfiglioli, Elisa Ramella, Matteo Di Donato
Creative Direction by C41 Magazine
Creative Directors: LEONE, Luca A. Caizzi
Creative & Editor: Robin Sara Stauder
Creatives: Simona Gentile, Sofia Michaud
Director: Filippo Raineri
2nd Unit Camera: Sofia Michaud
Photographer: LEONE
Digital Assistant: Simona Gentile
Producer: Riccardo Calvi
Project Manager: Elena Rebecca Rivolta
Junior Producer & Casting Director: Kevin Ferretti
Production Assistant: Riccardo Pagano, Leonardo Ferro
Writer: Claudio Biazzetti
Stylist: Yaya Zeng, Paolo Vecchies
Assistant Stylist: Yueqi Deng
MUA: Gaia Dellaquila
Photo Editor: Simona Gentile
Video Editor: Andrea Salomone
Main Talent: Ethan, Andrea Dissimile, Julie Ant, Evissimax
Talent: Memento, Prev, Arturo
Special Thanks: @labrutepoque, @funclab.collective, @yumanity, Gipsoteca Milano
21.03.2023
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The latest fragrance campaign for Jean Paul Gaultier, directed by Laura Marciano and produced by HENRY, embodies the sensual and unapologetic DNA of the French brand. Extravagant, thrilling and over-the-top, Scandal invites us to join the most decadent party we have yet to attend.
The campaign is a true reflection of Marciano’s aesthetics, flawlessly connecting Jean Paul Gaultier’s fashion and beauty worlds. Her genuine passion for and deep understanding of the fashion industry revisits the Jean Paul Gaultier brand in a more contemporary setting while paying homage to its rich heritage. We thus find ourselves in the heart of the dance floor of the iconic Parisian venue Le Palace, along with Imaan Hammam – the glamorous and elegant Moroccan-Egyptian-Dutch face of Jean Paul Gaultier since 2021 – and Parker Van Noord – the Dutch model representing a new generation of men and a new form of masculinity.
It was shot by up-and-coming cinematographer Antoine Cormier who alternates between wide shots and close-ups, high speed and slow motion adding dynamism and movement to the piece. The styling also plays a vital role: Curated by Novembre magazine’s Fashion Director Georgia Pendlebury, we find a wild and extravagant ensemble of designs from the latest Jean Paul Gaultier collection. Enjoy!
12.03.2023
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PURO MGMT is a new artist agency which develops, manages and promotes some of the best Italian talent in Italy and abroad. The company represents emerging and established Italian creatives, regardless of race, age, gender identity, sexual orientation and ability, and is becoming a solid point of reference for international brands and agencies.
PURO MGMT provides management services for creative talent working in the advertising, music and fashion industries, with the clear aim to prioritize their creative freedom. On its website, the agency features a growing number of well-known and up-and-coming directors, cinematographers and editors. Moreover, PURO MGMT will continuously expand its roster over time to include photographers, composers, digital artists, illustrators, production designers, costume designers, stylists, and hair & makeup artists. Production companies and brands will easily be able to browse through the names on the agency’s website and even create shareable video playlists to facilitate their search. Through a growing number of creative roles, PURO MGMT provides a thorough overview of the contemporary Italian creative scene.
Founded by prominent Italian directors and cinematographers, PURO MGMT was born out of the need for the fair representation of talent who are equally valued and respected. The name means pure in English and is meant to embody the agency’s core values based on ethics and mutual support, improving relationships within the industry and realigning existing power dynamics. A new format within the Italian creative scene, PURO MGMT develops and maintains a trusting relationship with its roster of artists, guiding and supporting their individual, professional journeys. Specifically, the agency also provides guidance to underrepresented voices with no experience by offering valuable shadowing opportunities.
“Over the next few months, PURO MGMT will engage in a series of new activities and partnerships aimed at supporting creatives and creating networking opportunities for industry professionals, including live screenings and the launch of a digital and physical art gallery.” Niccolo Montanari.
In addition to commissioned work, PURO MGMT will guide the represented creatives throughout their career by establishing long-term strategies as a way to fulfill their potential. This includes support in the production and promotion of passion projects, as well as partnering with other talent agencies from the television and film industries. The agency will also ensure talent is promoted across domestic and international markets through its social media channels, as well as online media, festivals and awards.
28.11.2022
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