Maybe it was because the covetable 2009 Campari Calendar had reached the milestone of its 10th Anniversary, that made the annual launch such a high octane affair. Or maybe, it was the glamorous guests in attendance. Whatever it was, the invitation-only event (which took place on the 2nd of December at La Permanente in Milan), brought to life the essence of the Red Passion, Club Campari theme.
For those of us unfortunate not to get an invitation, we can look to the worldwide multimedia campaign starring the stunning actress Jessica Alba, for reference. Captured by fashion photographer Mario Testino and directed by legendary impresario Jean Paul Goudeas; the campaign provides a provocative look into a world of sophisticated beauty.
Jessica Alba said of the experience: “Mario’s and Jean-Paul Goude’s visions made it very easy to embody the Club Campari femme fatale. It was the first time I have ever worked with Campari, Mario and Jean Paul: they make you look like you can only imagine in your wildest dreams, I am a huge fan of their work and … I look forward to working with them again.”
Mario Testino was selected as photographer for the Campari Calendar and print campaign for the second time, after the tremendous success of Hotel Campari, starring Salma Hayek. Testino masterfully found a new way to evoke Red Passion through Jessica Alba’s explosive mix of beauty, sophistication and joie de vivre.
Jean Paul Goude commented: “I like to suggest desire and it is essential to me that actors perform naturally, like in real life. Spontaneity is everything. The spontaneity of a speech, the right gesture, the right glance, the right movement, all add depth to the story to be told.”
Since the first Campari Calendar debuted, Campari has collaborated with internationally renowned photographers and directors. Through their creative art, they have rendered the brand’s unique sensuality and passion.
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