Napapijri™ garments are a contrasted concept : they are engineered for the wild, yet are more often worn in the city. This contrast is what we wanted to show in this campaign. We traveled to the most wild and snowy plains of Norway, and orchestrated the most urban of all choreography there : a commute scene. Dense packs of anonymous people in a hurry, contrasted by urban adventurers going against the flow, and wandering their own paths. By using point cloud photogrammetry, more urban elements were suggested : rocks that look like cars, trees, that look like lampposts, natural landscapes that may ressemble the Shibuya crossing.
Contrast, nuance, and technical poetry, for Napapijri's FW22 campaign.
Creative Direction : Pavillon Noir
Direction + Creative Direction : Services Généraux
Napapijri Creative Direction : Abby Bucknall
Direction of Photography : Yann Besset
Napapijri Creative Team : Nicole Tagliabue, Federico Gnoni
Napapijri Marketing Team : Rob Taylor, Giulia Squeri, Raffaella Cecolin
Art Direction + Creation : Sasha Hladky
Creative Production : Romain Charrier + Alice Fleury
Account Management : Marie Chevalier
Executive Production : Jordan Santoul
1st AD : Mathieu Pérez
Line Production : Loop Films
