Grecale Capsule Collection
brand design & strategy
automotive
From the payoff “Exuding Estrus,” which perfectly encapsulates the nature of the Maserati Grecale collection, we developed a creative concept that emphasized the idea of “making something shine through something else.”
Our “estrus” element was, indeed, light: the entire Capsule was shot in a completely black studio, with a floor filled with water to create a mirror effect.
The composition plays with tone-on-tone black elements placed on a background of the same shade, to match fully dark outfits that—without the right lighting and without the carefully crafted reflections—would have disappeared.
A special light delineated and emphasized the subjects and details of the collection pieces, making them stand out against the background, transforming a seemingly tone-on-tone photo into a modern and, at the same time, bold image in its apparent rigor.
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