Fendi is the world’s best renowned brand for furs and one of the most intriguing and renowned brand in luxury.
In 2015 Fendi celebrates its 90th anniversary since the founders, Adele and Edoardo, opened their first small leather shop and fur workshop in 1925.
Their story, their magic, their heritage, we dived deeply into all of these issues after being asked to develop one of their biggest Identity projects in years and the first of its kind in the globalized era of the brand:
the video “OUR STORY - The Magic Of Fendi.”
We’ve been impressed by the energy that men and women, in years, have been putting into this brand that was a real family business, until the worldwide french group LVMH took control in recent years. But still, marketing issues cannot hide an incredible mix:
A piece of italian history and its pride, incomparable craftsman skills and know-how, leadership passing from founder Adele to her five sisters, and to the third Fendi generation now with Silvia, exceptional creative talent of Karl Lagerfeld.
It’s been a magic for us entering the Palazzo Fendi in Rome or their headquarters where simple and kind ladies handle leather and furs as if they were illusionist, transforming them into art pieces.
All these themes we wanted to celebrate with this video. It’s been a big challenge because we started from a blank board.
We wanted to give it our touch, that’s why we were assigned it, without loosing control of the complex and precious story to tell. We read a lot, studied their case, wrote the text for voiceover, spent lot of time in their archives, selecting tons of pics and clips, scanning, merging, editing, animating them.
We added some extra contents made on purpose, designed the soundtrack and that’s it.
Client: FENDI Roma
Produced & directed by Happycentro in Verona – Italy
Storytelling: Gaia Passamonti – Pensiero Visibile
Set & props design: Sara Ortolani, Ilaria Roglieri, Federico Padovani
Director of photography: Federico Padovani
Motion graphics, editing & compositing: Milena Tipaldo, Federico Galvani
Music & sound design: TVCULTURE