Cinzia Araia

Andrea Labate for CINZIA ARAIA’s guerrilla marketing

andrealabate Video, Work Leave a Comment

In today’s online media environment, fashion has fused with technology to create a space in which everything and anyone can happen. Yet isn’t it all beginning to look a bit… predictable? As the choir of influencers grows ever louder, what does it really take to break through the noise?

Coinciding with the Paris Fashion Week, Italian footwear designer Cinzia Araia will be exploring questions of relevance, visibility and communication in a postmodern world through a subversive campaign mixing performance art, contemporary dance and guerrilla marketing techniques. In a series comprising video, photography and live stunts, the gritty urban context that inspires Araia’s designs becomes the setting for a bold, physical confrontation with the ephemeral nature of today’s fashion markets. 




Video Directed by Andrea Labate –
All photos by Skyler Williams –
Art Direction by Samuele Marfia


Paris Fashion WeekParis Fashion Week


Fashion thrives on subversion and boundary pushing, on creating waves that connect people on deep and emotional levels. But in the midst of today’s chaotic media and consumer environment, are there too many voices to truly stir the waters? What does it mean to be an influencer today, and what constitutes meaningful modern communication?

These are questions that Italian footwear designer Cinzia Araia will explore in a forthcoming campaign coinciding with Paris Fashion Week. Consisting of a short film shot in the abandoned wasteland surrounding the northern Italian town of Consonno, as well as a series of guerrilla stunts to be unleashed during Fashion Week, the campaign evokes post-apocalyptic anarchy to raise questions around what it means to be visible and relevant today.

In line with the philosophy fuelling Araia’s designs, the forthcoming campaign explores the balance between structure and deconstruction through the lens of modern technology. Most importantly, it draws inspiration from a long history of guerrilla marketing, a campaigning technique built around the principle of using low-budget means to create high-impact and deeply emotional reactions.

Guerilla marketing has been immortalized in fashion through the stunts of designers like Martin Margiela, whose early shows saw him stage impromptu shows in places such as an abandoned Paris playground, allowing neighbourhood children to interact with the models and ultimately become parts of the performance. The practice itself, however, goes back far longer: already in 1918, the Italian writer and poet Gabriele D’Annunzio, who was also a soldier during World War I, left indelible marks on the world’s consciousness when, during an air-raid now known as the Flight on Vienna, he dropped 50,000 leaflets celebrating the Italian victory over Germany across the city.

Stunts such as these were, and continues to be, about breaking the sound barrier; about connecting in times of chaos on a truly emotional and meaningful level. In this spirit, Araia will launch a series of stunts that will see a towering figure provocatively styled and equipped with cutting-edge light and audio technology – make interventions in a number of scheduled Paris Fashion Week events. The accompanying short film, which incorporates elements of contemporary dance, techno music and performance art, can be viewed [HERE].

In sum, the campaign raises a number of questions that will continue to loom large long after the fashion week dust has settled:

  • In a world where everyone can so easily be seen, what constitutes true visibility?
  • Where does this new techno-reality leave the until-now powerful armies of fashion influencers? What role do influencers really play today, and are they still having an impact?
  • Does the abstractedness of an online presence lend even more impact to forceful, physical interventions?
  • What happens when we go offline?
  • Now that everyone can participate in the conversation, how is communication evolving? And how is fashion responding and reshaping the process?
  • Is loud and aggressive guerrilla-style marketing the only way to cut through the noise and truly connect?


Nuovi prodotti Sony annunciati all’IBC 2015 di Amsterdam, pt. I: SONY PXW-FS5

andrealabate Camera announcements, Video Leave a Comment

È bastata l’uscita di questa immagine qualche giorno fa sui canali social di Sony per mandare in tilt le pagine Facebook di appassionati Sony (e non):


Una nuova camera della serie FS sarebbe arrivata a giorni, piazzandosi fra la Fs700 e la tanto acclamata Fs7.

Così, dopo qualche giorno di trepidante attesa, eccoci con gli annunci ufficiali: date il benvenuta alla nuovissima Sony PXW-FS5!

La camera è sorprendentemente piccola, pesando solo 830 grammi senza lente e 2,2 kg con lente 18-105mm ƒ/4 e tutti gli accessori necessari a girare.
Come la sorella maggiore FS7 ha ND integrati, un LCD rimovibile e uno “smart grip” per facilitare riprese a mano. Inoltre la FS5 può usare le stesse batterie della serie BP-U che abbiamo già ampiamente testato sulla FS7.
A differenza della FS7 invece, il nuovo gioiellino Sony utilizza le più comuni (e meno costose) schede SD per registrare, ha a disposizione ND elettronici, utilizzerà lenti Sony α mount e parte da degli iso nativi molto alti: 3200 ISO, proprio come la A7s.
Al momento la camera più girare internamente alla risoluzione massima UHD 3840×2160 ma sembra proprio che in un futuro aggiornamento del firmware (a pagamento) sarà capace di raggiungere internamente il true 4k 4096×2160.

Di seguito le specifiche tecniche:

  • sensore 4K Super35mm EXMOR — 4352 x 2662, 11.6 Megapixels (8.4 Megapixels effettivi)
  • 3,200 ISO nativi, ampliabili fino a 32,000 ISO
  • 14 Stops di dynamic range
  • Filtri ND manuali: OFF: CLEAR, 1: 1/4ND, 2: 1/16ND, 3: 1/64ND
  • Filtri ND elettronici from 1/4ND to 1/128ND
  • S-Log2 and S-Log3
  • Possibilità di registrare XAVC-L  internamente.
  • 3840 x 2160 8-bit, 4:2:0, fino a 30fps continui.
  • 1080 10-bit 4:2:2 fino a 60fps continui & 120, 240, 480, 960 fps buffered.
  • Tempo di accensione minore di 5 secondi, Accesso al menù diretto, Nessuna necessità di riavvio per cambio di risoluzione, etc., 2K Center Crop
  • OLED Viewfinder: Approx. 1.44M dots
  • 3.5″ LCD: 1.56M dots
  • Frame in magnesio & corpo macchina con active cooling
  • 4K 4096×2160 con aggiornamento firmware a pagamento
  • 4K RAW con aggiornamento firmware futuro
  • Dual SD Card Slots, possibilità di registrare proxies
  • 3G-SDI, 4K HDMI, WiFi, Wired LAN, 2 XLR, Built-in Mic
  • 2X Digital Zoom in HD, 1.5x in UHD and 2K Center Crop per lenti Super 16mm
  • Stesse batterie della FS7
  • Peso: 830g solo corpo, 2kg con lente ed accessori
  • Disponibile da Novembre 2015
  • Prezzo di listino: $6,700 solo corpo, $7,300 con 18-105mm ƒ/4

E qui qualche test video:

Link alla pagina prodotto ufficiale Sony qui.