Telling Tales (a collection of illuminated stories), is the name of LZF’s communication campaign for 2016. Mariví Calvo created the campaign based on three ideas that would make this catalogue different from previous ones: the images were to be set at night, providing an opportunity to showcase the lamps when lit; the focus was to shift from spaces themselves to the human beings that inhabit them; and the catalogue was to move away from traditional formats and to be a work of artistic creation.
To accomplish this vision, Masquespacio Studio was consulted for help in the search of ideas for the campaign. They suggested doing photographic recreations of stories set in the 1950s. The initial references were to the works of the painter Edward Hopper and the film Rear Window by Hitchcock. We wanted to recreate the colours of film and photography from that period and the idea that each photograph would evoke a story line coming from the past and moving forward into the future.
Preparations began in the summer of 2015: location scouting, decoration tests and auditions among friends and relatives for mock up images. This was the way to go: the only thing that was missing was the literary sense that would bring this imaginary world to life.
Writer and novelist, Grassa Toro, had just written the texts for the Funny Farm catalogue-book for the collection of wooden figures created by Isidro Ferrer. It was his first collaboration with LZF. He was invited on board as part of LZF’s annual program of guest artists (musicians, graffiti artists, illustrators) from outside the world of industrial design, giving a whole new twist to the LZF Lab.
Grassa Toro joined the team in July 2015. The first stories were born; new locations were sought; furniture, decoration objects and period costumes were gathered. An audition among actors and models in Valencia revealed who would play the characters, a team in charge of lighting, photography and digital image processing was put together and consisted of María Mira & Cauliti Photo Studio. Managed by LZF´s very own Ester Colomina and directed down to the last detail by Mariví Calvo, the wheels rolled into motion.
Telling Tales is now a collection of hundreds of photographs, six stories and several hours of filming. The public will get a chance to see the selected images and read the stories through our social media channels, Magazine No. 3 and in a special, six-volume book edition that will appear periodically throughout 2016. The machinery of seduction is up and running and like in the big films, the team credits are featured in a prominent place.
Project Director: MARIVI CALVO
Photography: MARIA MIRA & CUALITI
Art Director: MASQUESPACIO
Texts by: GRASSA TORO
Digital Post Production: CUALITI PHOTO STUDIO
Managing Producer: ESTER COLOMINA
Costume Designer & Props: ROCÍO PASTOR
Set up LZF: JAVIER MARCO, DRAGOS BAUER, JOSE SALES
Assistant Photographer: SANDRA YUGUERO
Make-up Artist: VERÓNICA PASTOR
Video by: JAVIER CANO
