Motorcyclists in space suits preparing to blast off, superheroes with tyre-tread soles, leopards leaping inside a tyre like at the circus, tyres that turn into soccer balls, or into a full moon with a promise of “Pirelli dreams”: this is the imaginary world created by second-year students in classes A and C of the Liceo Artistico Callisto Piazza in Lodi, who took inspiration from the art of the graphic designers and artists who worked with Pirelli to create its historic advertisements. Forty students examined the sketches that are now kept in our Historical Archive and, after some months of analysis and planning, they created an advertising poster of their own. It was a long job and it started with them making faithful reproductions of the original advertisements before going on to create their own personal reformulations. The sketches that most inspired the imaginative young graphic designers were those by Elio, Renzo Bassi, Max Huber, Bruno Munari, François Robert, and Armando Testa, as well as the famous advertising campaign “Power is nothing without control”.
Many of the students’ advertisements, which were made using different techniques, draw elements from original works now in the Pirelli Foundation, with references from the world of cinema and art ranging from The Great Wave by the Japanese artist Hokusai, to the film Ghost Rider based on the comic book character of the same name, through to Steven Spielberg’s Jurassic Park and the famous fairy tale of Cinderella. “I associated the concept of fire with the power of Pirelli tyres” says Tommaso, while Valentina says: “I designed a road that goes off into an infinite world”.
The kids describe their own creations: “I mainly worked on reformulating the scripts, colours, and materials, so as to pick out the Pirelli logo”, says Paolo, while Samuele explains: “I changed the story of Cinderella… giving the famous carriage a super upgrade with Pirelli tyres”. Bringing the school year to an end, Pirelli Foundation Educational presents the works that emerged from this project, in the hope that it will soon be possible to have the young people back, so that they can have a close-up view of the original works of the great artists who inspired them. See you next school year!