SYS.PROJECT // BÙ WINE
PHOTO DIRECTION // CREATIVE CONCEPT // DIRECTORIAL STUDY
SYS.REF // 2020 — DIRECTORIAL STUDY // ORGANIC WINE // CLASSICAL PROTOCOL
BÙ // THE GLASS ALIGNMENT
DIRECTORIAL STUDY // CHAMBER LIGHT // FLUID INTERVENTION // FOUND ARTIFACT
DIRECTORIAL NOTE //
A simple intervention between the canvas and the glass. We aligned the physical gesture of a sip with the painted expressions of the 16th century. It isn't about homage; it's about a structural match The paintings provide the geometry, the wine provides the raw human moment.
SECTION 01 // DIRECTORIAL STUDY
THE CONTEMPORARY GLITCH
CHAMBER LIGHT // FLUID INTERVENTION // FOUND ARTIFACT
BÙ is an organic wine label that we treated as a contemporary art experiment. Instead of over-polished commercial shots, we focused on the 'glitch'. The 1-second kinetic loop captures a historical figure finally taking a sip in a very modern, unpolished way. The humor is dry: the bottle stays static and perfect, while the painting comes to life just long enough to enjoy the product.
The geometry was already there, frozen in the 16th century. Our task wasn't to recreate the past, but to glitch it. By aligning a raw, physical gesture with a classical frame, we find the humor in the structural match. It is a study in precision and play.
DIRECTORIAL NOTE //
IN PARALLEL // SOCIAL CONTENT
SAME CONCEPT // FEED FORMAT // COMMUNITY DRIVEN
The feed content wasn't a by-product — it was a parallel study. Same bottle, same light logic, different intimacy. Where the directorial work asked for stillness, the social content asked for proximity.
Shot by the community — directed by the concept.
BÙ WINE // FEED CONTENT // 2024