I chose Campari because it’s one of the rare brands that feels instantly recognisable without needing explanation. Its iconic red, signature bitterness, and long cultural history give it a sense of timelessness that transcends trends. Campari doesn’t chase cool, it defines it.

Although I no longer drink, Campari has always stood apart for me as something more ritualistic than casual. I associate it with intention, restraint, and moments that feel earned rather than habitual.

That idea shaped the concept of this film. Rather than focusing on consumption, I wanted to explore escape, perception, and transformation. The red becomes a symbol rather than a product colour - a sensory shift, a threshold into another state. Water, touch, and movement act as recurring motifs to blur the line between reality and an inner, cinematic world.