Tod’s finds the fun in staying at home.
A recent campaign from the classic Italian brand, known primarily for leather shoes and accessories, made smart use of the beautiful Villa Necchi Campiglio in Milan. Built as a private home in 1935 by architect Piero Portaluppi, who was born, worked, and died in Milan, the villa now functions as an art museum open to the public. But the Tod’s creative team turns back the clock and reimagines it as a home, and uses it to frame small and intimate moments of everyday life.
With warm film grain and 70’s-esque styling, the campaign’s short film has a distinctly vintage vibe. Friends and family gather in the sitting room or by the pool to pass the time and simply enjoy each other’s company. The summery and carefree feeling perhaps recalls the dreamy Italian summer of the film Call Me By Your Name, though with a more luxurious and intentionally organized atmosphere.
The print campaign recontextualizes the imagery into a scrapbook or collage, heightening the sense of comfortable nostalgia. The viewer feels as if they are looking at their friends’ or even their own memories from long ago. Tod’s also shared on their website a series of “Backstage” photos, giving us an exciting glimpse into the process behind photographer Vito Fernicola’s vision.
The campaign succeeds through its wise use of location. The villa feels like a character, and we experience a conversation between this setting, the stylist, and the photographers. Each element works cohesively together to richly evoke a specific mood – one that feels familiar, but never gets old.
Tod’s Creative Director | Walter Chiapponi
Agency | The Grown Goods
Photographer | Vito Fernicola
Film Production | Person Films
Models | Alberto Perazzolo, Anna de Rijk
Stylist | Haley Wollens
Hair | Cim Mahony
Makeup | Patrick Glatthaar
Location | Villa Necchi Campiglio