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Pirelli Foundation Educational Courses

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Pirelli Foundation Educational Courses
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Pirelli Foundation Educational Courses
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Pirelli Foundation Educational Courses
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Pirelli Foundation Educational Courses

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The Art of Advertising: Graphics and Photography

With Pirelli We Learn to... COMMUNICATE

Ever since it was set up in the late nineteenth century, Pirelli has stood out for its ability to communicate and promote not only products but also values such as quality, elegance, experimentation and capacity for innovation. In both text and image, it has demonstrated the importance of advertising in creating a successful brand. The history of the company’s visual communication is one of a persistent evolution of strategies, techniques and media.

ACTIVITY OVERVIEW
The student will follow the intense and constant interaction between Pirelli and the artists who helped give the most iconic campaigns their unique and innovative styles. We analyse newspaper and magazine advertisements, sketches, drawings, posters and films to retrace the history of advertising: from the earliest forms of figurative communication, such as pictures of factories and illustrated catalogues, through to campaigns by leading artists. We are taken from the extraordinarily lively period of the economic boom to the advertisements of the 1970s and 1980s created by Centro, Pirelli’s in-house agency. And then, of course, there was the transition from analogue to digital technology, with the global campaigns of great visual impact of the 1990s featuring cinema and sports legends such as Sharon Stone, Carl Lewis, and Ronaldo, taking us through to the 2000s. The course will investigate the relationship between photography and advertising and the role played by photography as a medium for conveying the advertising message. Drawing inspiration from the historical materials preserved in the Pirelli Historical Archive, the students will try their hand at creating a new advertising campaign using photography.

OBJECTIVES
The aim is to have the students learn the essential elements of visual communication, the various steps involved in creating an advertising campaign and the development of techniques and forms of expression over time. During the workshop session, they will be able to develop their creativity and learn to communicate the results of their work in an effective and engaging manner.

The course will consist of three or four encounters and may be carried out entirely online or it may include a visit to the Pirelli Foundation, to be agreed upon subject to availability.

Pirelli Foundation Educational Courses

'The Art of Advertising: Graphics and Photography' For the day: 11 aprile 2019


Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.

I declare I have read  the privacy policy, and authorise the Pirelli Foundation to process my personal data in order to send communications, also by email, about initiatives/conferences organised by the Pirelli Foundation.

Fields marked with * are mandatory

If you do not receive a reply email, we recommend that you check the "spam" folder of your inbox or write an email to scuole@fondazionepirelli.org

We Are Culture

With Pirelli We Learn to... ADD VALUE

A whole series of activities contribute to raising the level of knowledge and conservation of our cultural heritage, making it more easily available to the public, in order to convey the values that this heritage brings with it. The Pirelli Foundation adopts many approaches to promoting and improving its rich corporate heritage, which consists of more than 4 km of documents, telling a story that has never ceased to represent it corporate culture since 1872.

ACTIVITY OVERVIEW
The students will be taken on a guided tour of the Pirelli Historical Archive, where they will find a vast array of diverse types of documents. These include the company’s articles of association, technical specifications that chart the evolution of technologies and products, photographs of the first workers at the factory, sketches for iconic advertising campaigns, illustrated catalogues, price lists, company magazines, financial reports, printed advertisements, and lots more. Reading some of these materials and a visit to the exhibition Pirelli: When History Builds the Future, with video installations and digital displays, will introduce the students to the past and present of the great multinational corporation that is Pirelli. The students will also watch the short film We are, a Pirelli Foundation project inspired by Bertolt Brecht’s The Life of Galileo. This film employs a visual narrative to highlight the unique combination of scientific and artistic creativity that is such a feature of the company’s corporate culture. We Are serves as a starting point for discussing the countless initiatives and projects undertaken by the Pirelli Foundation, which promote and show the general public many aspects of the world of Pirelli, such as the digitisation of the materials, research, exhibitions, podcasts, and publications, just to name a few. The group will then be accompanied around the Bicocca area in Milan, where Pirelli has operated since the early twentieth century and where its headquarters is now based.

OBJECTIVES
The primary aim of this activity is to enable the students to observe and examine original materials, and to give them an idea of the wealth and variety of the world of archives. They will also investigate various means for promoting and enhancing cultural heritage, with the aim of breathing life into historical memory and fostering a more informed and conscientious civic and moral awareness. Thanks also to the visit to the Bicocca district, the participants will also learn about the main events in the history of the company.

This course will be in the form of one in-person event.

Pirelli Foundation Educational Courses

'We Are Culture' For the day: 11 aprile 2019


Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.

I declare I have read  the privacy policy, and authorise the Pirelli Foundation to process my personal data in order to send communications, also by email, about initiatives/conferences organised by the Pirelli Foundation.

Fields marked with * are mandatory

If you do not receive a reply email, we recommend that you check the "spam" folder of your inbox or write an email to scuole@fondazionepirelli.org