Valextra

2022

Milano

Valextra_Landscape of Milan

Valextra asked Mammafotogramma to make a video, inspired by the edges of its bags, that is the black outline that define its products.
In joann tan studio’s window concept, this line constantly changes and draws space, takes the shape of a roller coaster, and still morphs into the famous architectures that characterize the Milan skyline.

Video: Mammafotogramma

Animazione: Anna Ciammitti

Post-produzione: Carlo Fusani

Tecnica: 2d animation, Motion graphics

Location: Milano

Cliente: Valextra

We were immediately reminded of Saul Steinberg and his line, drawing the skyline of Milan at the Triennale in 1954.
So paying homage to the great designer, Mammafotogramma had fun animating this line that transforms into bags, which become roller coaster cars, traveling above the clouds beyond the planets, then diving into a Spritz, whizzing past La Scala, the Branca tower, the Velasca tower, ending up in the tric trac bag, which opens and closes the video in a single loop.