Club to Club 2011
A FOLD WELL-PLACED
In the anthology of the festival’s most emblematic visuals, the 2011 campaign draws its strength from a series of shapes held in tension.
The true challenge of this job is wrapped up in a single word: “new.” Creating something new. Giving shape to something new. Coming up with new ideas — ideally every day. The 2011 edition of Club to Club embraced the motto “The Italian New Wave,” inspired by a comment from James Holden, the English producer and DJ who had been a guest at the festival the previous year. Bellissimo —then a festival’s long-standing creative partner— took on the task of giving visual form to that driving wave.
The campaign penned by the studio returns to the idea of shaping matter to unlock an unseen, symbolic vision — a way of glimpsing what we haven’t seen yet. The Italian New Wave appears as a mysterious being, its face hidden behind the objects it creates. A striking icon of energy that fractures into frames and primary colors, a classical sculpture that stirs to life and becomes contemporary dance — a collision of disguise, strength, elegance, fury, dream.
A cultural avant-garde demands powerful imagery. A “propaganda” poster —musical, in this case— must engage the person, the body, the crowd, the force, the blood in the veins just as much as the ideals. The Italian New Wave crafted by Bellissimo becomes the image of a future yet to be shaped.
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