Collaborating with CAM Sugar on their US launch, Raissa designed a vibrant billboard campaign for printed and digital posters around Los Angeles and New York.
Brief
One of the most extensive catalogues of Italian original scores and soundtracks, CAM Sugar was founded in Rome in 1959 and is a rich archive of the sound of cinema. Approached for her experience crafting bold, graphic designs for some of the biggest names in the music industry, and her Italian background to inform the visual look of the campaign, Raissa set out to celebrate her home country and its significant contributions to cinema.
Approach
Aiming to target trend-setting neighbourhoods, the billboards were designed to be bold, with a punk-influence and cinematic style cut-outs, converging Raissa’s many influences into three characterful designs. Encouraging people to re-discover classic Italian cinema through sound, the three taglines on the posters playfully invite listeners to immerse themselves in the atmosphere.
“Working on this project meant I could combine my love for my country, Italy, with that for graphics and Italian soundtrack music. It came as a celebration of things that made Italy a spotlight in the world, which is exactly what CAM Sugar is doing as well now.”
Design
Inspired by the concept of synesthesia, the posters were designed to replicate that feeling of pairing visuals with sound, with retro film cut-outs and dynamic lettering and typography.
