FMG fabbrica marmi e graniti launches campaign 'live new worlds'

FMG Fabbrica Marmi e Graniti’s earthly ‘live new worlds’

FMG Fabbrica Marmi e Graniti, brand of Iris Ceramica Group, launches its latest advertising endeavor, the ‘Live New Worlds’ campaign, signaling a significant stride forward in its communication strategy. Building upon the themes of its previous campaign, ‘Strong Soul, Natural Essence,’ which underscored the technical and natural facets of the brand, FMG immerses itself in the theme of ceramic exploration, presenting a dynamic vision and a renewed link between environment and innovation.

FMG’s Onychis is presented as The Land of Onice Verde MaxFine: an immersion in an oasis of peace

all images courtesy of FMG Fabbrica Marmi e Graniti

the campaign casts the viewer as an astronaut

‘Live New Worlds’ is a celebration of aesthetic and technical exploration, emphasizing a respectful and awe-inspired interaction with nature. The campaign casts the human figure as an astronaut, symbolizing FMG Fabbrica Marmi e Graniti’s ethos, inviting viewers not to explore distant celestial bodies but to rediscover and cherish the intricacies of Earth. This approach mirrors the ceramic company‘s meticulous observation of nature, evident in its creation of ceramic surfaces renowned for their authentic beauty and superior performance.

Harbour stands for the Land of Calacatta Grey MaxFine, seen through an exploration of expanses of rock

fmg dives into the lands of juniper, harbour, and onychis

The campaign is divided into three subjects, each dedicated to pure, uncontaminated natural views, the essence of which is evoked by the technical ceramic surfaces with their veining and colour textures. Juniper represents the Land of Connemarble Irish MaxFine. It is a journey into the heart of lush vegetation, where Connemarble Irish MaxFine shimmers among trees and plants with its white and emerald streaks, embracing the rejuvenating and evocative sensations of nature.

Harbour stands for the Land of Calacatta Grey MaxFine, seen through an exploration of expanses of rock, where Calacatta Grey MaxFine emerges as a monolith with grey-blue hues seemingly born of Nature’s own essence. All, while Onychis, the Land of Onice Verde MaxFine, immerses viewers in a serene oasis, where the vibrant green of the ceramic surface harmonizes with the surroundings, emphasizing the importance of respecting and reconnecting with the environment.

Juniper represents the Land of Connemarble Irish MaxFine

The visual communication of the campaign, with many digital artifices and a palette that blends FMG’s iconic colours with images that spotlight Nature, is a hymn to the balance between technology and the environment, reflecting the transformations in the world of architecture. The experience unfolds as an invitation to its public to join the mission of exploration and renewal, to experience the beauty of the Earth with new eyes, and face the design challenges of our time with a new awareness. To further build on the campaign, a further two creations are being developed, which will be officially presented on the website and on the company’s social media channels in the second half of the year.

the visual communication of the campaign, with many digital artifices and a palette that blends FMG’s iconic colors with images that spotlight nature

with Live New Worlds, FMG now immerses itself in the theme of exploration, presenting a dynamic vision and a renewed link between environment and innovation

the human protagonist of the campaign is an earthbound astronaut who, as a metaphor for the Brand, invites us to investigate not the Moon or some planet in the solar system, but the Earth