Martini has pulled out the big guns for a new campaign designed to pay tribute to its Italian roots.
Directed by music photographer Autumn De Wilde (whose daughter Arrow fronts Rough Trade newbies Starcrawler), Play With Time unfolds in sun-drenched Roman streets.
Working with cinematographer Luca Bigazzi, Ryan Heffington, who choreographed Sia’s Chandelier video, devised a routine to go with the summery party atmosphere played out by a cast that includes ex-Formula One driver Susie Wolff, fashion blogger Camille Charriere and Uzbekistan-born actress Ravshana Kurkova.
The spot’s classic feel suits the music, from revered Italian singer, pianist and composer Paolo Conte. Jonathan Watts, producer and music supervisor at Adelphoi Music, explains that the brief was to find “a track that perfectly complements this timelessly stylish, subtly cinematic and uniquely Italian film”.
It sounds like settling on Conte’s Via Con Me was a smooth process. “The spot has a sense of glamour and charm,” Watts says.
“We felt Paolo Conte’s grainy voice and the upbeat nature of the music perfectly captured the spirit of the film.”