year/ 2023
type/ Art Direction, Photography, Film, Editorial
collaboration/ Maria Francas, Luca Breckwoldt, Matteo Rizzuto
This project was carried out for the last module of the Master in Art Direction and New Narratives. The objective of the module was to create a piece, in this case an editorial magazine, in which a fashion statement will be created.
Our theme was approached from a concept far from fashionable: The Gum. We make this decision, since it is an object that makes us have opposite feelings, such as empowerment and attraction, but also dislike or disgust.
In this ambiguity we also find a lot of history, such as the advertisements for the famous Wrigley’s chewing gums and we find a sexual connotation in each of them, we know that sex sells, but we are sure that there was something else in this world, and after further investigation we discovered that much of that attraction is due to the jaw and its connection to the pelvic floor.
From this process our declaration was born:
Sex is disgusting, but gum is sexy.
It is the tension that bring both together. Just like the jaw is connected to the pelvic floor and the fine line between sexy and disgusting. It is subjective.
The fact is that gum comes with an attitude, it makes you feel active in every sense. You should take advantage of it while it lasts.
