LE VETTOVAGLIE DI LIVORNO
concept / direction / post-production / art-direction
Le vettovaglie market, settled in the heart of Livorno, its a vibrant and vital city spot. With its 350 shops it provides fresh foods and goods since more than a century. But time has changed since its early birth years and so citizens habits has changed too. Life has became hectic, daily free time frames shorter and people preferences started to match a faster and banal way to shop, favouring large retailers. I've been asked to realize a video with the purpose to bring back people to the market in a format suitable for social media distribution. Which would have been the key that could have make the old market stand out? There was just one answer: the experience. Market's first and strongest assets are people, people and their friendly smiles. People that knows their job and want to see happiness in their customer's eyes as they leave. The experience to shop in a homey place, having a friendly chat while choosing the best fish for your dinner with friends, supported by experienced shopkeepers's wise words. That's what really make the difference.
I wanted the video to be very representative of how vibrant its the atmosphere in the market. Keeping the focus over the concept of "experience" I started to set up some rules. The video overall feeling had to be fresh and real in order to get the audience dragged into the place as being there, so I decided for a reportage like style as a best practice to shot it. I wanted to focus the attention over the people that makes the market stand out: the shopkeepers. I defined a couple different kind of framing to introduce them and then I went on with the production. While figuring out the whole project in its early stage, I did imagine it to be completed by a graphic package to accompany the presentation of some of the most typical products , so I started searching for a serie of fonts to be representative, together with a small iconic illustration, of the product it was choosen for. As an end I needed a simple, short phrase to recap the overall concept of "experience" and it came out easily as "grocery at home".