Here’s a commercial you do NOT expect from a furnishings and accessories event promoter. That’s not its only power. The commercial by Dentsu creative Italy for Salone del Mobile.Milano is aesthetically arresting with its extreme naked body close-ups and its premise is interesting. Thought for Humans presents Salone del Mobile.Milano as the place where the creative spirit of design reconnects with its true purpose: the human being, with observations that are undeniably sensual.
The campaign was built around a truth about modern design. Design manifests in countless forms today, embracing different uses and everyday situations. However, it is also undeniably at risk of losing sight of its one true purpose: to think, imagine, and create objects that tangibly address our needs both as individuals and as communities.
The commercial and its wider campaign will lead the global communication of the 2025 edition of Salone del Mobile.Milano.
The hero video is supported in OOH, DOOH, BTL, and social & digital with five shots, captured by photographer, Bill Durgin, that celebrate the natural harmony between the human body and materials that best represent the present and future of design, craftsmanship, and sustainability: wood, metal, fabric, bio-plastics, and even light — the quintessential non-material. The New York arts was chosen for his unique approach to body photography and his ability to artfully deconstruct the human form.
To curate and bring to life the photography, Dentsu Creative Italy and Salone del Mobile.Milano have chosen Bill Durgin. A New York based artist renowned for his unique approach to body photography and his ability to artfully deconstruct the human form.
Luca Adornato, Marketing and Communications Director for Salone del Mobile.Milano, commented, “With this campaign, we are taking the next ambitious step in the communication journey undertaken in recent years by embracing photography: a universal and timeless language that is inherently concrete and makes our message immediately understandable at a global level. Through photography, Salone communicates and illustrates the value of the connection between man and material, making it accessible and engaging to everyone. This bold choice underscores how Salone continues to be a platform capable of innovating, connecting, and looking towards the future.
“We wanted to celebrate the beauty of materials and their ability to merge with the human body, emphasizing how crucial it is for contemporary design to be sustainable and responsibly projected towards the most ethical future possible.”
“We’re truly proud of this campaign because it embodies quite literally the values of Italian creative excellence. Values that — together with Salone del Mobile.Milano — we are thrilled to steward both in Italy and around the world,” added Riccardo Fregoso, CCO Italy and chair of creative EMEA at Dentsu Creative.
The campaign’s production was managed by Dentsu Creative Studios.
Credits:
Agency: Dentsu Creative Italy
CEO Southern Europe, Middle East & Turkey: Emanuele Nenna
CCO Italy, Chair Creative EMEA: Riccardo Fregoso
Senior Vice President: Alessia Oggiano
Executive Creative Director: Giulio Frittaion
Associate Creative Director: Nadia Charif, Lorenzo Bonechi
Head of Design: Laura Liguori
Senior Motion Designer: Matteo Milone
Senior Designer: Stefano Trolese
Senior Art Director: Anna Maimeri
Senior Copywriter: Amina Marta Gatti
Designer: Cristian Pedretti
Copywriter: Santiago Cancela
Junior Art Director: Emily Di Valerio
Junior Copywriter: Francesco Brioschi
Head of Social: Fabrizio Stoppa
Content Specialist: Zoe Esposito
Chief Strategy Officer: Niccolò Rigo
Strategy Director: Philip Mattei
Senior Strategist: Sara Pasquinucci
Client Service Director: Chiara Tranquillino
Client Director: Sarah Marie Camponesco
Client Supervisor: Alessandra Gorghetto
Client Coordinator: Chiara Notari
Programme Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Production: Dentsu Creative Studios
Executive Producer & Managing Director: Simona Della Porta
Head of Production: Francesca Castello
Producer: Olga Utkyna
Film Director: Nicola Schito
Post Producer: Alessandra Barbieri
Editor: Alessandro Sartor
Colorist: Claudio Beltrami
Videographer: Marco Rebagliati
