Club to Club 2013
TWIN SYMMETRIES
Edition 13 of the festival: for a prime number, a twin campaign. Bellissimo and Club to Club team up once again. The campaign visuals pay tribute to Label.
How many pairs of twins do you know? What twin objects —wedding bands, walkie-talkies, swings, railway tracks…— could you name? The theme of Club to Club 2013 is Twins: an inexhaustible source of inspiration, iconography, stimulation. And precisely for that reason, an even more compelling challenge for anyone looking to approach it from an original angle.
In the visuals created for #C2C13, Bellissimo returns to photography through a series of shots by Sabina McGrew: four scenes from the life of two twin sisters, set between the hills and beaches of Los Angeles. In the first image, the two girls chase each other and bicker on the sand, or perhaps it’s just a game; in the second photo, we only see their reflections in a swimming pool. They disappear, eventually — their presence/absence marked by two empty chairs. A fourth shot will be added, revealed during the festival.
The choice is a tribute to Label, the first Italian style magazine and, for many years, “twin project” of Bellissimo: its surreal, demystifying Twins Issue, with its cover story produced by McGrew, was out exactly ten years earlier, in autumn 2003.
“Today, photography carries a new kind of fascination, suspended between a kind of hippie innocence and a suspicious, almost David Lynch-like revelation,” says Luca Ballarini, Creative Director of Bellissimo. “Combined with the word ‘twins’, it creates exactly the visual feeling we were looking for to express C2C’s avant-garde spirit.”
In the ad campaign, typography is layered over the photography. The word TWINS becomes a multi-line composition, with a “twin-like” lettering that highlights the axial or diagonal symmetry of all five letters. This is the visual element that will connect the festival’s venues and events.
The collaboration between Bellissimo and Club to Club thus reaches its 13th year. The relationship between the Turin-based studio and the organizers of C2C (the Xplosiva association) is a consolidated, almost twin-like partnership between two entities united by a contemporary, experimental language, always committed to clarity and precision in communication.
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