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.
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 honoured 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).
The choreography was created by Ryan Heffington, who choreographed Sia’s ‘Chandelier’ video – which has been viewed over 1.6 billion times.
Caroline Hipperson, Global Brand Director for Martini , commented: "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."
Nick Stringer, Director of Creative Excellence, Bacardi Brands added: “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.”
The 60 second film will premiere across digital channels from 22nd June 2017 and the 90 second film will be broadcast across the influencers’ own channels.