Gaia Federighi, @gaiapuntozen on Instagram, is a copywriter who to express her creativity uses both images and words.
Growing up in the world of advertising and thanks also to her dreamer character, she never stops creating stories.
To her work she combines her passion for artistic photography in which she blends architecture elements and creative still-life details, all crowned by the pastel tones of pink but also of grey and blue.
Swatch asked her to interpret the new Swatch X You customization service, here what she told us about her creative process:
When I was asked to interpret a Swatch clock with my photographic style, I focused on three elements: the wide possibility of customization, the joyful delicacy of the colours and the simple elegance of this model, which immediately gave me a pleasant sense of freedom and lightness. In order to tell in the best way these characteristics, I focused my attention on the infinite games of mirrors and femininity, to be interpreted as the very essence of joy.
Legs dressed in pink represent femininity. Their reflection on the mirror creates a geometric shape similar to a triangle, whose long side overlaps with the watch length: a delicate puzzle that symbolizes the versatile customization of the model. To enhance femininity, a flower that dresses the composition with a fresh and romantic touch.
Here her delicate artwork and some making-of shots.