S•CAB is launching its new advertising campaign, featuring photography by Pietro Cocco
S•CAB has chosen to collaborate with Pietro Cocco, a photographer deeply influenced by contemporary art and culture, to create images that introduce the company’s future vision. ‘Changing Perspectives’ is the name given to the series of shots in the new advertising campaign.
‘The project comes from a desire to surprise and change perspective. Design is told from unusual angles, breaking with the classic interpretation of the object and placing it in a direct relationship with the human body.
People and products interact, support, and complete one another, giving life to images that stun and intrigue. The result is a visual narrative that brings design closer to people and makes it more alive and authentic.’ Pietro Cocco
The visuals defy conventions and surprise. By moving beyond the usual interpretation of the object as an abstract presence, devoid of a direct relationship with the human body, the images of ‘Changing Perspectives’ frame the furniture from unexpected points of view. The result is a vigorous and striking visual narrative destined to get noticed.
Two images were produced, featuring the Koala and Koala Open chairs, designed by Zaven.
