Ad Campaign Launch | GROUNDPIECE
Entrusted once again to the irreverent eye and fertile imagination of Pierpaolo Ferrari, the new Flexform ad campaign revolves around the Groundpiece sofa designed by Antonio Citterio in 2001 and interpreted in the past by photographers of the caliber of Gabriele Basilico, Gianni Berengo Gardin and Maria Vittoria Backhaus, to name just a few of the photo artists who have contributed through their images to the success of this seating system.
The portrayal of the sofa is clearly unconventional. Placed in the center of the space, it gives rise to an ecosystem of armchairs, ottomans and coffee tables in different shapes and materials that dialog effortlessly among themselves, revealing their innate elegance and practicality.
The scene conjured up by Pierpaolo Ferrari and art director Christoph Radl portrays an ethereal feminine figure attired in a splendid haute couture dress as she soars gracefully on a swing, surrounded by butterflies.
As with the previous campaigns, also by Pierpaolo Ferrari, the surreal fairy-tale atmosphere and cinematic quality of the image finds its highest expression in the videos that accompany the campaign launch and that will be published on the company’s social media channels.
The new print campaign, instead, will appear in a select number of international design, fashion and lifestyle magazines, starting in September.
