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Campaign and art direction for Fortini, created to break away from the traditional visual codes of the fruit and vegetable sector.

The concept brings agricultural products into the language of editorial fashion: celery, cauliflowers, lettuces and icebergs become the protagonists of a photoshoot where vegetables act as runway accessories.

An unexpected visual approach that pushes the brand out of its comfort zone and positions Fortini through a contemporary and innovative perspective.