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Friday 28 October 2011

Milla Jovovich in Campari Calendar 2012

The 2012 Campari Calendar - now in its 13th edition - was just unveiled in Milan, Italy.

Entitled "It’s the end of the world, baby!", this year’s Campari Calendar takes its inspiration from the [bizarre] prediction that, according to the ancient Mayan culture, the world as we know will end on 21st December 2012 and enter a 'transformative' period.

Campari’s answer to this gloom and doom?

They've taken a far more positive approach on all the intriguing theories spelling 'the end', with actress and model Milla Jovovich demonstrating their [glamorous] takes on exactly how the world will end.

The scenarios are inspired from modern cinematography, mythological and biblical origins, and Milla's co-star - Campari - features in every shot.

Milla Jovovich comments on her experience: “As a model and an actress, this was an exciting new challenge for me, combining the skills to bring to life each of the hypothetical events in a theatrical, yet sophisticated way. What attracted me most to the project was the powerful inspiration behind it, as well as the positive approach of celebrating life with a special toast, with friends and family.”

Photographer Dimitri Daniloff shot the calendar. The Parisian-born lensman said: “I relish the opportunity to work with raw ideas like this, so when Campari briefed me on the inspiration, featuring a world of fantasy, it was the perfect project for me. I wanted to interpret each scenario in the most positive light, and I really seeked to recreate the events in a surreal and very choreographic way. The dresses, the styling and the set were a huge part of the real scenography, and other times it was just an elaborate hairstyle and accurate make up but, most importantly, it was Milla that was the star of the shoot, exuding ultimate glamour.”

Bob Kunze-Concewitz, CEO of Gruppo Campari, said: “This year we’ve really pushed the creative boundaries as we’ve chosen to take a real imaginative look at the possibilities to come, in what is hyped as a transformative period. It is our mission as an aperitif to offer Campari lovers an intense, positive moment during this time, to celebrate whatever may happen and make a toast to life. With Milla’s mysterious, intriguing style, she was a perfect choice as the interpreter of this concept. Additionally, there was no one better than Dimitri to bring to life the mystery and fantasy that inspire the images.”

Only 9,999 copies of the Campari Calendar are printed and are not actually for sale - they will be distributed to friends of Campari internationally.

Here are the first six months worth of shots... with more in the next post.

For more information go to:

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