Hu Openair has chosen to collaborate with Terminal Loud Pictures for the launch of the new Hu brand, based on the Miss Hu concept. The campaign, conceived by the agency Almagreal under the creative direction of Giulia Reali, explores the evocative and little-known world of off-season holiday villages, highlighting the preparation of staff awaiting the return of customers, enriched by a delicate romantic nostalgia. This sentiment is further emphasized by the notes of “Ritornerai,” the song by Bruno Lauzi that supports the creative concept.
To execute this project, Almagreal selected Terminal Loud Pictures as the production partner, which handled location scouting, crew selection, cast training, obtaining permits and providing equipment. Two different locations in the beautiful region of Tuscany were chosen: one inland and one by the sea.
A special thanks goes to Marco Missano, a well-known Italian director who creates stop-motion videos, produces music videos for Italian and international artists, and is currently working on his first feature film. His unique blend of sensitivity and creativity, along with the distinct flair he brings to each project, has garnered him multiple awards throughout the years. The collaboration between production and direction, inspired by visual cues from Luigi Ghirri, a respected Italian photographer, succeeded in conveying the Miss Hu message in a poetic and effective manner.
During the two days of shooting, the reception area of the holiday village was entirely reconstructed. The art director, makeup artists and stylists worked to enhance the employees’ simple uniforms, making them aesthetically perfect for the commercial and the communicated message. The cast selection was meticulous, choosing actors capable of recreating the desired scenes and expressions during the shoot, rather than models.
Karim Andreotti, a renowned cinematographer who has worked with brands such as Spotify, Diesel, YesMilano, Midea, and Ubrew, was crucial. His contribution allowed for exceptional and highly emotional spot quality.
Terminal Loud Pictures, in collaboration with Almagreal and Hu Openair, managed to convey an evocative and emotional message with an extraordinary idea that touched people’s hearts. The result went beyond mere promotion, fully showcasing the brand’s values.
BACKSTAGE
This is the Behind the scenes of the MISS HU commercial. The production took place on a beautiful location in Tuscany, near the capital of Florence. This film was shot in the beautiful villages along the Mediterranean coast, the Costa degli Etruschi.
The atmosphere we had to recreate was a tribute to “Ritornerai”, the melancholic song by Bruno Lauzi that supports the creative concept made by Almagreal Agency. As one of the most efficient and dynamic Service Production Company in Italy, we provided all the necessary for the 3 different locations of the shooting. Of course, as you can see, this one was the best place to recreate the atmosphere the client wanted.
