Different eyes, different lives… Italian fashion designer Giorgio Armani has just presented his newest Frames of Life 2016 advertisement campaign, and it is more inspiring than expected. The campaign consists of five unique stories of people who, despite having different interests and living different lives, all share one thing in common – they all love Armani eyewear designs. The fact that this new Giorgio Armani Frames of Life 2016 campaign should advertise glasses, however, definitely takes a second place.
Armani, who is also deeply fascinated by photography and the world of cinema, began his Frames of Life project in 2014, and has since been exploring his passion through not only the lives of the campaign protagonists, but also through the debuting directors, who got involved in the project so far. Each year the Frames of Life project asks for students from four international film schools to come and take part in the campaigns, giving them that once-in-a-lifetime experience.
This year’s selected film schools were the Holden School of Turin, Italy, the Academia Internacional de Cinema of São Paulo, Brazil, the Sydney Film School of Sydney, Australian, and lastly the Seoul Institute of the Arts of Seoul, South Korea. The students had to create short films inspired by real lives, told through the protagonists’ gestures, emotions and feelings. Armani glasses and sunglasses represent the fil rouge that bonds each character with one another, functioning as fictional key elements that frame both the protagonists faces and stories.
Although the images and videos will debut on both Armani’s social media accounts and website starting from Monday next week, we already know who the campaign characters are. There will be a food blogger, an industrial and interior designer, a film director, and a ballet dancer. Mimì Thorisson, former model and now food blogger, will be seen busy while cooking and showing off her home in the South of France. The young and talented Caner Yildirim, our Frames of Life’s designer, is photographed while working a surfboard, while Miss Rodeo Nicole Schrock poses with her horse.
As for Sicilian-born Damiano Artale, the campaign’s ballet dancer, and the campaign’s film director Richard Rosin, they will be seen striking a dance pose and holding a camera while filming on a snowy day accordingly. Different professions, different environments and different cultural backgrounds… Armani proves to really like exploring the world along with the different societies in it.
Captured in black and white, all of Armani Frames of Life’s pictures are a work of art indeed, and will inspire many people to keep on fighting for what they love doing.
Photos courtesy of WWD