Persona takes over Rome. We’re happy to announce our new site after Milan.
This is not the simple duplication of a format, but a different reality adapting itself to the texture of the city.
As a result, our department in Rome embraces the city’s cinematographic history and landscape, but it doesn’t stray from the agency’s roots in fashion which remain unchanged.
To introduce this new project, we played with Claudio Caligari’s short but intense catalogue depicting four scenes taken from the director’s triptych on a bitter reality.
PERSONA as a casting agency seeks to find models whose authenticity is never compromised: raw characters writing their own screenplay.
The link between our sedimentation and Caligari’s transplant in Rome are easily found in the real documentation of people beyond what they seem and ought to be, with care of never exposing realities simply for the sake of shock, but rather collecting stories worth being told.
Therefore, these photos are a first case study on the city of Rome by following the footsteps of Caligari’s own research as a stranger in a city whose nuances are to be discovered.