MACHAS
Blurring the boundaries between creativity, communication and activation, Machas's mission is to give shape to your vision and to inspire people.
Pleasure Makes Us Human: Elena Iv-Skaya, James Dawe & Machas for Lavazza:
For their latest campaign, Lavazza enlisted the talents of Elena Iv-Skaya and James Dawe to seamlessly merge high-fashion elegance with surreal, kaleidoscopic art.
Pleasure Makes Us Human: Elena Iv-Skaya, James Dawe & Machas for Lavazza:
Pleasure Makes Us Human: Elena Iv-Skaya, James Dawe & Machas for Lavazza:
Pleasure Makes Us Human: Elena Iv-Skaya, James Dawe & Machas for Lavazza
Lavazza, the renowned Italian coffee brand, has consistently woven artistry and creativity into its brand narrative. And for its latest print campaign, Lavazza collaborated with Machas, photographer Elena Iv-Skaya, and digital artist James Dawe to create imagery that reaches beyond traditional advertising to represent through art the richness of human pleasure.
The first visual of the collaboration, which was recently launched, encapsulates the timeless charm and joy of Italian culture, establishing a tone of warmth and delight that resonates throughout the entire campaign. Everyday moments are reimagined and transformed into rich, multi-layered visual experiences, encapsulating Lavazza’s concept of “Pleasure Makes Us Human.”
Elena Iv-Skaya brought her unique style to the campaign, portraying vibrant and captivating scenes of individuals fully immersed in “pure enjoyment”. Her photographs are elegant and intimate, using vibrant colours to add sophistication while keeping a playful tone, striking a perfect balance between refinement and pop.
James Dawe, celebrated for his mastery in digital manipulation and collage, enriches Iv-Skaya’s portraits by enveloping her portraits with intricate, creating a dreamlike complexity that merges the tangible with the abstract. His artistry imbues the images with a layered depth that evokes the multifaceted sensory experience of coffee—its rich aroma, intricate flavours, and comforting warmth—while subtly nodding to its cultural heritage.
Together, Iv-Skaya and Dawe have created a cohesive narrative that highlights human connection and sensory pleasure, inviting viewers into a world of extraordinary moments.
“Pleasure Makes Us Human”
Client: Lavazza
Photographer: Elena Iv-Skaya @ Machas
Digital Artist: James Dawe
Artist Management & Executive Producer: Rita Comi @ Machas
Stylist: Riccardo Chiacchio @ Atomo Management
Make-Up: Luca Cianciolo @ Blend Management
Hair: Erisson Musella @ Blend Management
Producer: Giulia Castellini
Model: Orietta Gaddi @ The Lab