The first series of ads, by Rome-based Ogilvy & Mather, for the first Italian magazine of dark, gothic, electro, industrial music and culture. The concept from which the campaign originates is clear: Dark culture is so extreme and radical, that one has to be born with the penchant to love it. The composition ensues with a singular approach and the unsettling creative choice of having very young protagonists, almost preschool children, enacting decidedly Gothic vignettes. The images, shot by Winkler Noah, and recalling Diane Arbus and Stanley Kubrik, force people to take an alternate look at “reality.”

copy 1: The bizarre case of Vladimir who waketh up at midnight.

copy 2: The weird and dreadful passion of Morgana who had no friends.

copy 3: The ghoulish and gloomy story of Melissa and Mircalla who never had the choice of being sisters.

copy for all: The first Italian magazine of dark, gothic, electro, industrial music and culture. Ritual. Your dark side.