18 January 2021
In order to lend meaning to what we are today, we need to look back, all the way to our roots, and start from there to understand the journey that has brought us thus far. It is a powerful realization, more necessary today than ever before, an awareness that adds purpose to the quest for identity and responsibility that Blackfin undertook years ago, in which every action is taken based on a principle of integrity that, for the company, is summed up in neomadeinitaly.
The new 2021 advertising campaign adds a new layer of meaning to this journey. TO THE ROOTS: only by returning to our essence, that is, only by digging deep into our origins can we gain full awareness of our own state of wholeness. Primeval shots, set in an ethereal, timeless landscape, one in which the desire to view beauty powerfully but accurately emerges, because beauty should not be an end in itself but a mirror of mindful choices.
Thanks to the location, the message is conveyed in a subtle but assertive manner. Venice’s Laguna Nord is still pristine, yet just a few minutes by boat from Piazza San Marco. A place-not-place constantly in motion between land and sea, where nature is real, pure and, at the same time, fragile. The laguna is a lung that, following the rhythm of the tides, purifies itself every six hours in an endless rise and fall that epitomizes – during this time in which we are overwhelmed by a terrible storm – how fragility is the only way to stay in balance. But to be in balance, one must be solid, that is, have roots and be aware of possessing them. A solidity expressed visually by the larch planks, a temporary work of land art placed in the water as a singular vertical element, a stylized symbol of mooring posts, the huge poles that mark the navigable areas of the canals. Planks blackened by fire using the ancient Japanese technique of Yakisugi and sunk into the laguna mud. Following the lay of the sandbars, they lend shape to a verticality that becomes an interplay of endless reflections with the models who, blending with the artistic installation, establish a physical, yet fleeting, presence.
There are places where fragility and balance
are as obstinate, unstoppable and patient as life itself.
These places aren’t compatible with modern times, they are timeless.
The Lagoon is the place of our roots,
our origins, it’s a part of us.
It’s where we rediscover our fragility,
as if enveloped in a primordial slime,
in a reality which is almost a paradox of existence.
Anchored to fleeting elements, we stay balanced.
Time here is without contours or borders,
It’s the moment water becomes silent
and takes on the shape and appearance of its surroundings.
Time stops, the space becomes another world.
It’s like reaching the peak of ecstasy, after which life regenerates.
And thanks to its roots, stays balanced.
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