The Serafino Consoli brand presents a video, The Shape of Life, which in addition to being a vehicle for communicating jewellery, aims to become a manifesto of the values and history of the brand. Set between Monte Rosa and the Circolo Filologico of Milan, the cultural center of the city, the video is performed by the German dancer and choreographer Anne Jung, with elements of dance and sport: she competed in the 1996 Atlanta Olympics.
The video is presented as testimony to the stylistic path undertaken by Serafino Consoli, a brand born in 1959 in a small jewelery shop in Northern Italy, in the province of Bergamo, which still bears the name of its founder today. The Brevetto and Serafino collections combine tradition and innovation: the technology introduced by the brand makes the jewelery extremely flexible, able to adapt to any size. In the Serafino collection, for example, the rings can be transformed into bracelets, with two ways of wearing the same jewel.
With The Shape of Life we wanted to create a new and innovative communication product. For its production we identified young professionals who brought their creativity and fresh ideas to overcome the concept of the classic commercial. Together we thought of this project, then shot and edited into a real film-manifesto which, in a few minutes and without unnecessary frills, speaks, interprets and transmits the concepts of nature, human relationships, changes. Because the shape of life is changeable like our rings, which last forever, adapting to the passing of time. For us The Shape of Life is not a simple and classic marketing initiative, it is a project that aims to accompany us and represent us as a company and people, because it investigates and compares the sensitivity and beauty that is in each of us.
Ivan Consoli, CEO of Serafino Consoli
The film is produced by the independent creative&production company Jumpp, written and directed by Nicola Martini, under the executive creative direction of Giovanni Verdicchio. The photographic direction is by Luca Costantini, the music is by Daniele De Virgilio.
