Hollywood actors Robert De Niro and McCaul Lombardi front Ermenegildo Zegna “Defining Moments” campaign for the Spring/Summer 2017 season. The latest ad of Italian fashion house marks the start of a new strategy for the brand that focuses on the idea of human conversation instead of branded monologuing.
With this campaign we really want to tell a story starting from a conversation. Zegna is about real stories and people, authentic values, Italian style and craftsmanship, different generations. The starting point is a legend like Mr De Niro talking to a younger talent, McCaul Lombardi, about what his life has been. We don’t target the brand or the lines according to ages; the identity is the same. It’s an integrated approach; from values to aesthetics and visuals. Everything is linked”. – Alessandro Sartori
The campaign is centered around a moment, which is believed to be a man’s whole life can change. The moments of life become part of the fabric of who we are and define us.
Robert De Niro and McCaul Lombardi are featured in a series of images shot against the Los Angeles backdrop. To make campaign more innovative, artistic director Alessandro Sartori and CEO Gildo Zegna have tapped the director Francesco Carrozzini to shoot a series of short films in which the actors share their “defining moments.”
Discussing the beginning of an on-going series, Gildo Zegna confesses “Although born of two different generations, both men have an affinity that transcends age. They share a vocation, a heritage–both are Italian-American as well as a natural elegance of style and boldness of character.”