iCare – AMA Festival
iCare is a campaign of Ama Festival organized by AMA Casa, a caring community who welcome people who struggle with addiction and celebrate brave steps towards new beginnings.
The whole campaing revolves around the concept of caring for others, while being immersed in the reality and viceversa.
In my work the effort must be seen, the effort to feel the other. I handwritten this letters with my left hand, I had to discover again how hard to follow a correct ductus is, I had to let it go perfection, because humans aren’t. A simple blue felt tip on paper, releasing deep overlying strokes.
Agency & Creative Direction: Andrea Castelletti
Graphic Design: Andrea Flemma
Photography: Marco Biancucci
Post-production: Demetrio Mancini
