The General Fittings Calendar 2022 - “Snapshots of art”
13 unique snapshots representing the products manufactured by General Fittings, with a new interpretation of reality and a different and unique approach in every image. “We wanted to get away from traditional models and to reinterpret and portray our products and work through the creative power of photography”, says Luca Gambari, CEO of General Fittings.
The project started with the photographer Lorenzo Passini, who was born and raised in the magnificent natural contrasts of Lake Iseo, teaming up with Propaganda3, a Brescia-based communication agency, with which General Fittings has been working for some time.
An all-Italian team and from Brescia, an area with which General Fittings has a strong bond, which has always been one of its essential values.
“Whether it's objects, moments or people, my approach is that of the portrait; with the intention of discovering and revealing the contrasts, the soul and the essence through a detail or an emotion” says Lorenzo Passini. “With this project, I wanted to unite two seemingly distant worlds, that of a practical and concrete object with the gracefulness of the female soul, in 13 shots that represent the various values of General Fittings”.
“The General Fittings project was received with great enthusiasm by Propaganda3” explains Diego Filippini, “the idea of combining art and industry was an exciting challenge. We worked on a concept in which each "painting" represented the main characteristics of the products and the core value of the company, i.e. the person. We wanted to ensure that photography became another instrument with which General Fittings could convey its corporate vision".
The “Snapshots of art” calendar reflects the identity, passion and evolution of GENERAL FITTINGS, as well as its commitment and desire to work side by side with our partners in 2022 to tackle new challenges together.
