The Jack Stupid is a creative studio born in 2012 from the collaboration between Matteo Di Gioia, Italian director and musician, and Luis Felipe Bueno, Brasilian designer and animator, both restless curious with a passion for words and images. The duo’s name refers to a song, which goes: “Everybody wants to be the King, But they don’t know the King is fat’n’old. The queen Tiptoes to the Jack, stupid”.
While waiting at the traffic light, a sharp dressed man looses his head in geometry. Percolometria is a fashion film for the Italian brand Corneliani. Art director Pablo Arroyo asked us to surprise the brand’s clienteel, used to frame luxury between marble columns and solid-wood tables, with something itchy. Having a few beautiful outfits to film and being given total freedom, we designed a coreography with a dancer and substituted his head and hands with Bauhaus-punk inspired geometry.
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