“Carne da Marcello” / “Piece of Meat” Campaign

“Carne da Marcello” / “Piece of Meat” Campaign

Project: This Carne da Marcello or “Piece of Meat” Campaign aimed to “control the stereotypes and cultural prejudices in advertising.” Having lived for over a year in Italy, I became well aware of the stereotypes in advertising campaigns. When I would ride the bus, for example, each ad, whether it was selling tooth paste or a credit card service, almost always contained a mostly-naked woman. This image went onto be part of the Fabrica exhibition at the Centre Pomidou in Paris, France.

Responsibilities: Concept and Art Direction. I drew the “cookie-cutter” shape, and had it created in 3D metal, then art directed the photo shoot. Additional Art Direction and Design by Erik Ravelo.

Client: Fabrica for The City of Torino

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