Case study

Villa degli Olmi

The power of our creativity

The creative briefing started in January 2023. Elegance, minimal compositions, enhancement of the bottles’ shape and of each wine fragrance were immediately identified as the cornerstones of the campaign.

Different ideas for each product line were developed by the team led by our art director Marco Brunetti in a very few days. The possibility of counting on a super-tested 3D department gave us the serenity to take risks, yet, the final decision to bet everything on photography was welcomed with the enthusiasm and determination.

As always, 14.3 took care of all the creative steps:
– Art Direction
– Set making
– Shooting
– Post production

The constant dialogue with the customer and the applause received with each shot were the real flywheel of a mechanism that worked quickly and flawlessly, despite the numerous (and sometimes unknown) technical difficulties we had to face.

As always, 14.3 took care of all the creative steps:

Art direction
Set making
Shooting
Post production

Il confronto creativo é iniziato a Gennaio 2023. Eleganza, composizioni minimal, valorizzazione delle forme delle bottiglie e delle fragranze proprie di ogni vino sono stati individuati da subito come punti cardine della campagna.

L’elaborazione di diverse idee per ogni linea di prodotto ha richiesto pochi giorni al team guidato dal nostro art director Marco Brunetti. La possibilità di contare su un reparto 3D super collaudato ci ha dato la serenità di azzardare, anche se la decisione finale di puntare tutto sulla fotografia é stata accolta con l’entusiasmo e la determinazione di una sfida unica.

Come sempre, 14.3 si é occupata di tutti gli step creativi:

Art direction
Set making
Shooting
Post produzione

Il costante confronto con il cliente ed il plauso raccolto ad ogni scatto sono stati il vero volano di un meccanismo che ha funzionato in modo veloce ed impeccabile, nonostante le numerose (e a volte sconosciute) difficoltà tecniche che abbiamo dovuto affrontare.

FRIZZANTI

Twine Prosecco

The genesis of this image was twofold: the golden label on one side, and the “dressing” of the bottle on the other. It is a very clean bottle, without a cap, with the famous “twine” typical of many wine productions. If the presence of a golden label prompted us to “drown” the bottle in a bath of gold, in a very similar way to what was done with the group of sparkling wines, the presence of a “double” twine suggested playing with geometric lines and reproducing it with light on the glass surface, suggesting an ascending movement. This “suggestion” was made even more explicit by the two vertical grooves on the back wall. The same varnish used for the “gold bath” is in turn particularly sophisticated, as, by not melting immediately into water, it has created marble veins on its surface which have given the image a very material appearance.

FRIZZANTI

The line of sparkling wines in an explosive image to say the least! The real challenge was not to capture the bottles as they fell (note the movement of the wine inside them under the capsule), but to accurately prepare the set and obtain the perfect balance between the mix of colors used (ideally the same of the labels) and the clear perception of the same. In other words, the colors had to be amalgamated without mixing. The attempts made were countless, since these are elements over which it is in fact impossible to have full control. Moreover, already in the art direction phase, it was decided to focus on a white and neutral background precisely to give greater emphasis to the bottles and make the horizon line in fact not perceptible.

FERMI

An apparently simple image which, in truth, involved complex logistical and technical challenges, from the difficulty of reaching the place identified for the photos to the difficulty of positioning and keeping the six bottles still on a slippery surface. The “silk” effect is absolutely natural and obtained with a 10-second exposure.

SPUMANTI

A complex image, built by placing the bottles inside a real tank, and creating the ripples on the water surface with a fan. The bottles have been arranged in a reasoned but not precise chromatic way, to give the scene a greater touch of realism and induce the viewer to wander over each label. In this sense, the eclectic nature of the rose petals helps, which change color depending on the bottle they dance over. It was a “relatively” easy set to design and build, but – like a rare musical instrument – incredibly sophisticated to tune to perfection in each of the seven notes.

SPUMANTI

Prosecco Extra Dry

The idea of “drowning” the bottle among flower petals was meant to whisper the freshness that is usually associated with “prosecco” wine. It was more complex to decide how to build the photo. Ideally a body of water reflects what is around and above it; starting from this evidence, we searched for a “naturally credible” context, such as a pond, and refused the transparency of a swimming pool, which would have distracted attention from the bottle and debased the quality of the product with blatantly advertising tones. Hence the decision of a dark, impenetrable water, similar to the glass of the bottle in concealing the secrets of its depths. The raindrops emphasize the drama of the scene, and make it almost tormented, irritating in its surrealism that couldn’t – in fact – be more true.

FERMI PREMIUM

Quattro Passi

Grandiose still-life with a vague pictorial flavor, where almost all of the elements are intended to recall the salient characteristics of this particular triad of wines, from spices to smoke, from berries to tobacco. The sandals hanging on the wall are a tribute to the name “QUATTRO PASSI”. On the right you can see a parchment containing some verses from “Le Fleurs du Mal” by Charles Baudelaire. From a technical point of view, a flash was preferred to the initial Caravaggesque light painting technique due to the need to correctly illuminate and enhance the various elements of the composition which, given the “crowding” of the scene, would not have emerged correctly from the darkness. This technical digression, by the way, allowed us to freeze the movement of the smoke, which is completely original.correttamente dall’oscurità. Questa digressione tecnica, tra l’altro, ci ha permesso di congelare il movimento del fumo, che è del tutto originale.

FERMI PREMIUM

Baglio Al Sole

First of a series of three images in which the bottles are wrapped in a spiral motif formed by a series of elements designed to recall the fragrances of each wine. The construction of these sets was particularly complex not only for the support structure but for the obsessive search for the right location for each component. As far as possible, chiaroscuro was used precisely to give volume and make the movement of the spiral more perceptible. The position of the bottles is also particularly noteworthy since, by “showing the bottom”, makes the idea of an ascending movement more credible. The elements present in the image are: apple, bark, licorice, red fruits, vanilla, dried fruit, cinnamon.

FERMI PREMIUM

Corte Dei Rovi

One of the most successful images of the entire campaign, with the bottles surrounded by a spiral formed by a real row of brambles, fully hand-modeled. The brambles reflections on the glass of the bottles, sometimes sharp sometimes distorted, testify once again of the extreme realism that has been sought in each shot.

FERMI PREMIUM

Baglio Le Mole

Second image of the “spiral triptych”, it fully recovers the concepts and appeal of the first. Floating bottles surrounded by elements that recall the fragrances of each wine. In this case primroses, red fruits, licorice, vanilla, dried fruit, cinnamon and bark. As evidence of the extreme realism that has been sought in each photo of this collection, note, for example, the reflection that the Syrah bottle produces on the glass of the Nero d’Avola bottle.

FERMI PREMIUM

Falsole

One of the most classical images of the entire collection. The bottle strong art deco connotation had originally suggested a geometric context inspired by the style of the early 1900s. It was later decided to veer towards a more classic composition, which celebrated the red of the sealing wax, with a velvet curtain and roses, and an accentuated bokeh effect obtained with a wide aperture.

PREMIUM SPUMANTI

One of the most complex images of the entire campaign. Not only due the use of dry ice and the need to distribute it evenly so as not to compromise the legibility of the labels, but due to the alternation between transparent and dark glass, and the related technical and lighting challenges that this involved. After discarding the hypothesis of a dramatic chiaroscuro, due to the extreme vividness of the surfaces involved, a more neutral and homogeneous lighting was chosen, leaving the artistic ambitions to the presence of smoke, ice and the reflection games of the bottles both on the base glass than to each other.

PREMIUM SPUMANTI

Prosecco DOC

The splendid Prosecco DOC bottle returns once again to center stage in a “spin off” image of the CORTE DEI ROVI Premium line. Dry ice designs the composition and enhances the “freshness” of a bottle totally covered with waterdrops. This specific shot was chosen both for the particular distribution of the smoke in the background and for the “embrace” that it seems to give to the bottle on the left side, at the bottom, just above the ice cubes.

PREMIUM SPUMANTI

Prosecco DOC fluo label

This photo is a shining example of the attention that Villa degli Olmi reserves to every single aspect of its production. Indeed, the Prosecco DOC label ( CORTE DEI ROVI premium line) lights up in the dark. The image immediately confronted us with both the technical and “ideological” challenge of showing something that only darkness can reveal, without sacrificing the shape and the three-dimensional perception of the bottle. We got the final result with two rim lights and a sophisticated game of exposures. We are particularly proud of the “celebration” of the fluorescent effect and the resolute elegance of the whole composition.

PREMIUM SPUMANTI

Prosecco DOC

One of the most beautiful images of the entire campaign, for the extremely careful use of the lights, and the minimal but at the same time creative layout. Small diamonds descend and settle over the curves of the bottle, transforming themselves into the glass hemispheres that adorn it. The image also offers an alternative and diametrically opposite interpretation to the previous one, in which the small glass gems detach themselves from the bottle to “ascend” in the form of small diamonds. The image is meant to celebrate the beauty of a “container” whose unique design is as precious as the wine it contains.

PREMIUM SPUMANTI

Prosecco DOC Rosè

An image that shows how the careful use of a few, simple elements can generate a photograph with a strong visual impact. It is in fact an image made in natural light, in full sun, with simple pink wrapping paper and a sheet of transparent cellophane. All topped off with small diamonds dropped onto the bottle. Light, and the thousands of reflections generated by carefully folded surfaces, took care of the rest.

PREMIUM SPUMANTI DOSE’

Prosecco DOC

An image that required a strong dose of experimentation, born from the particular denomination “20 lines” that distinguishes this bottle. The lines of light are absolutely original and have been generated with the simplest of tools, an iphone torch! With a technique very similar to the one used to capture car lights in the form of trails in night photos. An attempt was made to design a sort of pedestal of light on which to place the bottle, and then surround it with lines that recall the particular glass manufacturing, without a solution of continuity. Obviously, since the lines were drawn by hand, in almost total darkness, it took many attempts and a lot of patience to achieve this result. The positioning of the upper lines behind the bottle is not the result of an oversight but was decided beforehand so as not to hide the label.

PREMIUM SPUMANTI

Bottle

An image with a clear dreamlike matrix, it is characterized by the desire to place the bottle at the center of a natural and dreamy context. The accent placed on the green reflections on the glass amplifies the empathy between the bottle and the plants that surround it. The little lights moving in the air don’t aspire to be confused with fireflies (they wouldn’t be so perfect). The idea is not that of an abandoned and/or lost bottle in the woods – which would be covered in moss and much more “integrated” into the context – rather the celebration of the serene coexistence between nature and a human product. In this sense, the lights act as a trait d’union between the various elements, revealing them to the eye of the observer in all their details.

PREMIUM SPUMANTI

Bottle

In this image the bottle, now stripped of its “ontological” function as a wine container, takes on a new life as a lamp holder and, with a few strokes of color, becomes a unique artwork, exactly like old paper is transformed into soft roses. On the opposite side, a bean can becomes a brush container. Objects of common use and of dramatic banality escape the oblivion of recycling by transforming themselves into art. In this sense, the presence of the canvas in the background, depicting an ultra-stylized female figure, should be read not only as an explicit reference to beauty and creativity, but almost as a warning … just as color has given life to a canvas otherwise empty, so even the most banal object can be shaped and transformed into something wonderful. As Antoine-Laurent Lavoisier said, “nothing is created and nothing is destroyed, everything is transformed”.

BIOLOGICI

Prosecco Bio

A “bright”, “cheerful” image that speaks of Villa degli Olmi’s love for nature. The photo represents a sublimation of the elements present on the label, with the large butterfly on the left and the daisy, symbolizing the sun, on the right. Note how the butterfly and flower sizes are basically the same as on the label. The glass reflects the grass and the sky in an attempt to merge and almost “disappear” in the surrounding environment, characterized by the small elm bonsai next to the bottle and, in the distance, by the sea.

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