Bianca Pettinicchi is...

PROJECT 172
To tell the Bonobos fit story we thought it was best to show every fit combination they offer. It turns out they offer 172 different fit combinations so we casted 172 unique individuals to represent each and told a visual narrative in a :30sec TVC.

With a tight budget and the need to capture portraits of each person I made a small room off to the side of the shoot into a self portrait photo studio where each person came in and snapped their own self portrait. With no one watching and little to no direction from me it gave them creative freedom on how they wanted to be presented in a single shot, ultimately celebrating how people react when they are looking in the mirror and feel most themselves. This brought honesty to the emotion of each unique portrait captured. These assets were used in city wide media placements in Chicago and Austin including two murals that spanned the length and height of the buildings they were painted on.

With all the outtakes from our interviews with each person we cut five short films with type overlay to be used as projections on the exterior of buildings.

Role: Art direction and Photographer
Director: Brent
Made while at: CAA Marketing