3 new campaigns by Fulvio Bonavia: rubber soul, the birth of a biker, and lap gods

Our Italy-based photographer Fulvio Bonavia has three excellent new campaigns out. Two of them, for Yamaha and Pirelli, really show off his skills as a conceptual photographer, while the third—portraits for European gas and electric company Enel—prove that Bonavia is just as comfortable taking a head-on approach, so to speak.

The idea behind the campaign for Yamaha’s XJ6 Chrysalis is that it’s the perfect beginning bike for motorcycle novices. Ride this bike and you will be reborn as a biker, a concept represented in the ad by a motorcyclist busting out of a chrysalis. The agency on the account was 1861 United in Milan. And the creative team included executive creative directors Pino Rozzi and Roberto Battaglia, creative directors Francesco Poletti and Serena Di Bruno, and art director Filippo Solimena. Maria Benanati was the art buyer. The website Ads of the World recently featured the campaign.

Ad for the Yamaha XJ6. Photograph by Fulvio Bonavia.

Ad for the Yamaha XJ6. Photograph by Fulvio Bonavia.

For Pirelli’s worldwide campaign marking the launch of a new motorcycle “tyre” (love the European spelling) called the Angel ST, Fulvio needed to illustrate this challenging tagline:  “A New Motorcycle Tyre With the Face of an Angel and the Heart of a Demon.” I’m not a motorcycle person (out of fear, not lack of desire), so I needed to have this explained to me. Apparently, it has to do with the tire’s having a changing tread design and footprint. I still am not sure what that means, but I like the metaphor Pirelli is using: that the tire has a “double soul.” In any case, Fulvio photographed three different models to compose the portrait you see here, one for the hair, another for the face and body, and another for the devil. Pirelli features the ad at its website, along with a much more cogent explanation of the Angel ST.

Ad for the Pirelli Angel ST. Photograph by Fulvio Bonavia.

Ad for the Pirelli Angel ST. Photograph by Fulvio Bonavia.

Motoring on from the world of bikes, Italian swimming champs are the subject of a campaign Fulvio did for Enel. His crystalline portraits—including the one below of Massimiliano Rosolino— speak for themselves, though we do think it’s noteworthy that these low-concept, high-impact pictures come from the same guy who brought us the book The Matter of Taste, the French edition of which was just published, coinciding with an exhibition of the photos at luxury supermarket La Grande Epicerie in Paris. Viva le difference.

From a campaign for Enel, which sponsored a team of Italian world-champion swimmers. Photograph by Fulvio Bonavia.

From a campaign for Enel, which sponsored a team of Italian world-champion swimmers. Photograph by Fulvio Bonavia.

The cover of Fulvio's book, The Matter of Taste.

The cover of the French edition of Fulvio's book, The Matter of Taste.

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