Athlete: Clemente Russo
Sport: Boxing
Client: Penetron
Location: Torino, Italy
Penetron Italia and Penetron International have chosen the new Ambassador: Clemente Russo will represent the corporate values.
A partnership born from a natural affinity with the boxer: resilience, strength, resistance, the size of the maximum weight, impermeability to external agents, a perfect match between the athlete and the company keywords.
Words always present in the daily life of an athlete like Clemente Russo who has made willpower and the ability to never give up a lifestyle.
The boxer from Marcianise indeed was the only Italian to participate in 4 Olympic Games and is waiting to understand from the IOC if he will be able to have the chance to qualify for his fifth, a goal never achieved by any boxer at the level. world and that would consign it to the history of this sport.
Clemente will be the protagonist of a Penetron branded content strategy campaign based on his own channels and those of the company; of a corporate video in which the values that unite it with the brand will be highlighted and within a corporate event.
Penetron International, a company that has patented the integral-capillary waterproofing and protection system for concrete by crystallization, has been present in 110 countries around the world for 40 years.
On the occasion of this new partnership, I was commissioned to take the shots for the branded content campaign. The shooting was very special, and took place in a real construction site where I had the opportunity to take unique photos of an emblem of world boxing.
Clemente being also a well-known TV personality, was perfectly comfortable in front of the camera and it was very easy to work with him.
The funniest part of the shooting was probably when we hung the punching bag on the construction crane. Watching him box was unusual and thrilling!
Ambra was one of the first Paralympic athletes I happened to photograph. The first impression you get when you’re faced with a person with such a disability is this feeling of fragility. But it only takes five minutes and an exchange of lines to realize that if there is a fragile person, well that’s you! These guys are to be admired, they have an incredible fortitude and should be an example for everyone.
The testimonial has always played a key role in the communication of a brand. Its role is to transfer its positive characteristics directly to the product, a transfer of value and credibility that has the power to convince and sometimes to change the opinion of the final user. The character becomes the "guarantor" of the brand value.
