Telling Tales: Illuminated stories at the innovative LZF’s communication campaign for 2016
Again, this innovative creation brand surprises us. In that creative and artistic heart beating in Chiva (Valencia), not only the details, materials and designs for its spectacular and decorative luminaires are careful, everything follows the same process there. Always surrounded by the culture of excellence, they seek the best collaborations from any field to innovate in their lamps and in everything else, a stand, a contract project… or in this case, its new communication campaign, Telling Tales
Telling Tales (a collection of illuminated stories), is the name of LZF’s communication campaign for 2016. Mariví Calvo created the campaign based on three ideas that would make this catalogue different from previous ones: the images were to be set at night, providing an opportunity to showcase the lamps when lit; the focus was to shift from spaces themselves to the human beings that inhabit them; and the catalogue was to move away from traditional formats and to be a work of artistic creation.
To accomplish this vision, Masquespacio Studio was consulted for help in the search of ideas for the campaign. They suggested doing photographic recreations of stories set in the 1950s. The initial references were to the works of the painter Edward Hopper and the film Rear Window by Hitchcock. We wanted to recreate the colours of film and photography from that period, and the idea that each photograph would evoke a story line coming from the past and moving forward into the future.
Preparations began in the summer of 2015: location scouting, decoration tests and auditions among friends and relatives for mock up images. This was the way to go: the only thing that was missing was the literary sense that would bring this imaginary world to life.
Writer and novelist, Grassa Toro, had just written the texts for the Funny Farm catalogue-book for the collection of wooden figures created by Isidro Ferrer. It was his first collaboration with LZF. He was invited on board as part of LZF’s annual program of guest artists (musicians, graffiti artists, illustrators) from outside the world of industrial design, giving a whole new twist to the LZF Lab.
Grassa Toro joined the team in July 2015. The first stories were born; new locations were sought; furniture, decoration objects and period costumes were gathered. An audition among actors and models in Valencia revealed who would play the characters, a team in charge of lighting, photography and digital image processing was put together and consisted of María Mira & Cualiti Photo Studio. Managed by LZF´s very own Ester Colomina and directed down to the last detail by Mariví Calvo, the wheels rolled into motion.
Telling Tales is now a collection of hundreds of photographs, six stories and several hours of filming. The public will get a chance to see the selected images and read the stories through its social media channels, Magazine No. 3 and in a special, six-volume book edition that will appear periodically throughout 2016.
Julie no llega nunca al apartamento antes de las seis de la mañana; vive sola. La siento cansada, ha pasado toda la noche conduciendo. No quiere hacer ruido para no despertar a Nelson. Vive sola, con Nelson. Se desnuda en silencio
El sillón de Nelson está vacío. Nelson ha salido. Nelson nunca está cuando llega Julie. A ella le gustaría encontrarlo allí, esperándola, ni siquiera le importaría que estuviera dormido. Otra noche más Julie no quiere acostarse en su cama, duerme en la sala, sueña con un pájaro azul, todas las mujeres que duermen con una pierna desnuda sueñan con un pájaro azul; lo he leído en un libro que se titula vida animal.
No tardará en despertarse, regresará a su cuarto, hará una llamada, le responderá Nelson desde algún lugar de la ciudad, ella le pedirá que acuda, se volverá a vestir como si fuera a salir otra vez a la calle. Julie y Nelson son hermanos, estoy segura, tienen que ser hermanos porque nunca les he visto besarse en los labios.
Llegará Nelson, tampoco hoy la besará, le acariciará el pelo, solo eso, Julie le leerá la lista de pasajeros que han subido al taxi durante la noche; incluidos los dos enamorados que ha llevado a un hotel cercano, le dirá que diluviaba, y que se besaban mucho. Nelson no responderá, nunca responde, en la radio el locutor recordará que ha llovido toda la noche y anunciará la agenda del Presidente para hoy jueves.
The machinery of seduction is up and running and like in the big films, the team credits are featured in a prominent place:
Project Director: MARIVI CALVO
Photography: MARIA MIRA & CUALITI
Art Direction: MASQUESPACIO
Texts by: GRASSA TORO
Digital Post Production: CUALITI PHOTO STUDIO
Managing Producer: ESTER COLOMINA
Costume Designer & Props: ROCÍO PASTOR
Set up LZF: JAVIER MARCO, DRAGOS BAUER, JOSE SALES
Assistant Photographer: SANDRA YUGUERO
Make-up Artist: VERÓNICA PASTOR
Video by: JAVIER CANO https://vimeo.com/151895849
Source: LZF LampsShare this: