CRIC dive into commercial characterizations

We all know that brands nowadays aren't happy with confining their characters to 30-second-spots, with social posts, branded content and numerous executions being standard practice in many campaigns.

However, with Wrinkle And Scar, directing duo CRIC (through production company Represent) are trying something different. Outside of the commercial they were shooting (and with the full knowledge but not connection with the brand), the pair shot a short with the actors, furthuring the relationship established in the spot, but without a 'sell' in sight.

In the words of Clemente De Muro, half of CRIC: "Imagine [the commercial's characters] liberated from the heavy chains of marketing goal and selling targets, free and sincere in front of you. What if the viewer has the chance to see what will happen right after the last scene? What if we will keep telling the story of that farmer that has just collected the tomatoes for a famous Italian soup brand and follow him home, having a sincere chat with his father sharing a moment of pure authenticity, a pearl on the meaning of life, with all of us?"

The result is a beautifully shot and performed dialogue on aging and maternal feelings, using silence and looks for a Bergmanesque qualit. An interesting idea, we look forward to seeing what characters CRIC explore next.