Cantina i Vini di Maremma
For Cantina i Vini di Maremma, we developed a photographic project that is, above all, an act of love toward a region and its most authentic souls: the winemakers. These are men who don't just produce wine; every day, they preserve the memory, the toil, and the beauty of a land that speaks through their gestures.
Date
2018
Role
Art Direction, Photography
The idea
This photographic portrait series in Maremma unfolded across the region like a visual diary. Each shot was designed to celebrate the Maremman winemakers as guardians of the land, testaments to an ancient knowledge proudly and devotedly handed down through generations.
The Research
For months, we worked on this project, visiting small family wineries and larger, more established operations, always with a respectful and immersive approach. The photography didn’t aim for a glossy effect; instead, it sought truth: deep gazes, weathered hands, authentic environments where every detail — a tool, a dusty leaf, a shadow on a wall — tells a piece of history.
The Solution
This project is also a reflection on the human value of wine. In today’s world of wine marketing and agri-food communication, there’s a lot of talk about storytelling. But before the story, there are the people. And we chose to portray them like this: in the vineyard, open-faced, as proud and silent as the land they cultivate.
Our final objective was twofold: on one hand, to create an emotional photographic archive of the contemporary face of Maremma viticulture; on the other, to provide authentic visual materials to wineries and consortia that wish to communicate their identity with coherence and depth.
