MSGM Spring 2020 Ad Campaign

MSGM Creative Director Massimo Giorgetti joins forces with Simmonds Ltd. Creative Director Christopher Simmonds and Photographer Johnny Dufort to explore Giorgetti’s memories of boyhood days spent at the beach in the ’80s and ’90s, in the city of Rimini off the coast of the Adriatic Sea. Carefree, light-hearted playfulness is captured by ‘postcard’ images of frolicking, fishing, biking, climbing on rocks, and harmlessly loitering about.

Photographs by Johnny Dufort encapsulate the spirit of summer fun, and a bubble-gum 80’s-style logo by Christopher Simmonds ties the narrative together, making it feel that much fresher. Scrolling through Giorgetti’s Instagram reveals that the custom logo was likely inspired by a photo he took in Rimini of a vintage sign, which spells out the word “CIAO” in a nearly identical bubble-letter font. Casting by Barbara Nicoli and Leila Ananna is also key here, as the models feel like they’re having a genuinely joyful time discovering the pleasures of the seaside beach clubs. All of the elements come together to create a warm, sunny feeling to remind us that we should all seize the day (and go on holiday!).