— Charles Dickens
To promote "The Poster Collective" I designed the Marshall McLuhan quote "The medium is the message", to explain that the merely act of making a poster is the message of the collective. I used my unique style "Oblio" based on electrical circuits, as a metaphor or the digital essence of FirstFloorUnder.com.
Since the italians troops had the reputation of fight disorderly in military actions, Mussolini used to tie in line (attack, midfield, defense) the young soccer players as training, to not be messy. The table soccer game was inspired by this composition of tied people. So I showed a winning balilla in honor of the almost unknown roots of the game, which is also still alive after the defeat of fascism.
[...] likewise, the campaign developed by Art Director Mattia Montanari for the "FirstFloorUnder.com" moves itself towards several directions. The Milan studio, in the basement of the agency TBWA\, that it's not only an exhibition area or an event-location, but it publishes a homonym internet-magazine too. A Pop Vanguard Culture Magazine, as they themselves call it. For both of these spaces Montanari designed a series of poster, which thematizes "The Medium is the Message", and he plays between artistic production composed by machines and creativity; or he announces a table soccer tournament, that it reminds, at the same time, that this game was very popular at the time of Mussolini. [...]
Sabine Danek 03/30/2011