Martini, the world’s leading vermouth and best-selling Italian sparkling wine brand, is celebrating the summer in style, with the launch of its new brand campaign film.
The 60 second cinematic spectacle, entitled “Play With Time” was shot against the iconic backdrop of Rome, and truly brings to life the ‘gioia di vivere’ (Italian joy of living). Set to the tune of “Via con me,” a track, composed and performed by Asti-born jazz singer Paulo Conte, we see the film’s heroine ‘Verde’ leading the viewer through the bustling streets of the city. Choreographed by Grammy Award-nominated Ryan Heffington, Verde (played by U.S. model Madisyn Ritland) is captured on her journey to meet up with friends, to enjoy an aperitivo moment. Various characters are seen weaving their way through the side streets and riding on scooters, before they converge on a picturesque piazza. After a playful dance around the square, the party really starts buzzing when a classic long drink of Martini & Tonic is served by one of the world’s best bartenders, Simone Caporale.
Caroline Hipperson, Global Brand Director Martini:
The new Martini communication is all about enjoying life the Italian way — getting together with friends in the late afternoon sunshine and truly being in the moment, completely carefree. The drink at the centre is the Martini & Tonic, which is quickly becoming the drink of the summer.
The scenes also feature cameo appearances by TV and film influencers from Russia, Ravshana Kurkova and Sasha Petrov; ex-Formula One driver Susie Wolff, and French fashion blogger, Camille Charriere, holding court with a group of well-dressed fashionistas.
The film was directed by Hollywood photographer and director, Autumn De Wilde. Autumn is renowned for being able to blur the lines between art and advertising, for which she has been featured in Vogue and honored in the London International Awards and Berlin Fashion Festival.
Cinematographer Luca Bigazzi was director of photography on the production and is celebrated for his work on the English-language Italian drama series ‘The Young Pope’ and critically-acclaimed film, La Grande Bellezza (The Great Beauty).
Nick Stringer, Director of Creative Excellence, Bacardi Brands:
AMV BBDO and Autumn De Wilde have created a beautiful piece of film. There’s been a real spirit of collaboration across the whole campaign this summer. Autumn definitely brought her A-team with her to deliver the musicality, cinematography, and choreography that perfectly captures the joy and style that befits a great Italian brand like Martini.
Creative Agency: AMV BBDO
Director of Creative Excellence: Nick Stringer
Creative Director: Andrezza Valentin
Copywriter: Toby Allen
Art Director: Jim Hilson
Agency Planner: Sam Williams
Agency Account Team: Anna Taylor, Laura Hazell
Agency Producer: Matt Towell
Media Agency: OMD
Media Planner: Rupert Holroyd
Production Company: Anonymous Content X Somesuch
Director: Autumn de Wilde
Production Co-Executive Producer: Seth Wilson
Production Co-Producer: Dougal Meese
Post-Production Company: The Mill