Various Campaigns

Apr 2026

In the latest campaign for Acqua FIUGGI, photographer Axel Morin collaborates with fashion icon Mariacarla Boscono to redefine the intersection of luxury hydration and high-end editorial aesthetics. The project, orchestrated by art director Fedra Malara and styled with precision by Ramona Tabita, moves beyond traditional beverage advertising by embracing a fluid, almost mythic visual language. Through a series of immersive diptychs and cinematic stills, the work leans into an ethereal narrative, utilizing studio strobe precision alongside natural light to capture Boscono amidst neoclassical architecture and submerged settings. The team, including hair stylist Patti Bussa and makeup artist Luciano Chiarello, creates a deliberate contrast between the sharp, portrait-focused studio sessions and the dreamlike, underwater environments. By leveraging cinematic live-action techniques and slow-motion textures, the campaign explores the elemental nature of water through a lens of minimalist elegance. The result is a high-concept exploration of translucency and light, where the juxtaposition of sheer white garments against dark, liquid depths creates a surreal, chiaroscuro-heavy atmosphere. This beverage project stands as a masterclass in atmospheric branding, demonstrating how to elevate a consumer product into the realm of fine art, perfectly balancing the tactile beauty of draped textiles with the weightless tranquility of water to craft a truly memorable visual identity.

Editorial

Beverages, Food & Beverage