Italian sports car maker seeks to boost country’s image after Covid-19 crisis a unique photography project
Italy was one of the first countries to be ravaged by Covid-19. Although other countries suffered even worse in the weeks and months that followed, Italy’s desperate struggle in the early days made the devastation of the disease clear to audiences around the world. As the country returned to a semblance of normalcy, Automobili Lamborghini, the maker of the legendary sports car, decided to “revitalize the country’s image and send a positive signal of rebirth” with a photographic project entitled ” With Italy, for Italy ”. 21 views for a new dynamic “with the idea of highlighting the ethics and uniqueness of the 20 regions of the country.
20 of Italy’s best-known photographers in fields such as fashion, cars, street style, design, travel, documentary and even reportage have been tasked with capturing the beauty of the country through the art, history, architectural wonders, natural wonders, etc. constant presence of a Lamborghini model. The best of Lamborghini, ranging from the Sián Roadster, to Aventador SVJ, Urus Super SUV, Huracán and Spyder in various versions as well as Miura, Countach and Diablo are all part of the photospreads, many of which are featured here.
Joining the group was a special guest, Letizia Battaglia, one of Italy’s greatest photographers, famous for her photos of the Mafia and Sicilian life in the 70s and 80s. Now 85 years old, she was asked to do a special interpretation of his hometown, Palermo, which has not yet been released. “This is an initiative embodying the synthesis of quality, excellence and values that only Italy is able to encapsulate,” says Katia Bassi, Marketing and Communication Director of Automobili Lamborghini, “the social responsibility is an integral part of our business approach. We proved it in the emergency phase when we converted our production to make masks and face shields, and we are doing the same now, highlighting the unique and extraordinary treasures that Italy can to boast. “
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