Barilla® has launched its first TV commercial to present Al Bronzo: a pasta made with a raw processing method for a more intense flavor. But, how to stand out in a category full of the same products? With a simple and strong message: Pasta is born again. As the first time.

Over the past years food cinematography has remained conventional, perpetrating the same techniques: macro or wide angle lenses. For the first time, food was treated as if they were landscapes, using appropriate lenses to capture them.

The film reinvents tradition with an act of Italian genius and the entire food category in all parts of the world.

Starting with a slow motion Big Bang sequence, the new Al Bronzo pasta is born in a cosmic space; a universe where everything is being created, including a new intense taste experience.

Shot by the awarded French director Philippe André, the film has a strong art direction focused identity. The narrative plays on the ambiguity of the scenes, flowing between the textured world of pasta and cosmic landscapes.The vibrant colors of a dark bronze atmosphere recall the majestic landscapes of a Renaissance painting. It feels like watching pasta being cooked for the very first time with a revolutionary message: “Pasta Is Born Again”.

The Al Bronzo film displays powerful images and a compelling narrative of the product: pasta itself reborn in a Big Bang together with an unprecedented intense taste.

Thus, the depiction of the product turned into a new kind of visual narration for the food category.

The film was released in 9 countries and the digital content in 40 countries.