Phorma - Photo Studio

Everything is possible with the right tools: Phorma's first billboard campaign in Rome.

Developed for Phorma, the photographic cultural association in Rome where I was a partner, this was the studio's first billboard campaign and preceded the one with the planets. I led it end to end, from concept and art direction to lighting and retouching. The message, that anything is possible in a photo studio, rests on a deliberate contrast: two outdoor sports, surfing and mountain biking, emerging from the white cyclorama. The visuals rely entirely on photo manipulation rather than 3D: each one combines around 15 to 20 stock photographs, from the water, the birds and the buoy to the dust and the mountains in the background, reshaped and composited in Photoshop. The step-by-step animations show how the layers come together.