Creativity at its best; marketing never ceases to amaze with all the unique ways of selling product. Casey Hurbis (Head of Fiat Brand Communications) found this out recently when he was presented with a “pitch” from Dean Oram (Art Director, The Richards Group). The idea was simple, the execution difficult, but obviously Fiat did not say no: Presenting the all new Fiat 500 Abarth Cabrio—in the purest of human form.
Over a dozen female artists, models and contortionists have re-created a replica of the car, with a little help of course.
The Richards Group needed people that were willing and able to accomplish something like this so they went out and brought in some very talented people to bring this project to life. Photographer RJ Muna and Body Artist Craig Tracy took on the task of creating the visuals we get to see in the advertisement that was presented in ESPN’s newest edition of The Body Issue.
Along with the special group of 30-40 behind the scenes contributors, selection of the performers had to be just as important as bringing in the right workers. To help with the configuration of this project, they brought in acclaimed performer Shannon Gaines. Shannon and her husband founded Vau-De- Vire; a major production/casting group for California’s elite cabaret and acrobatic performers that headline top notch festivals and events all over the world.
Kara Nova was also brought in to help with the leading of the girls. She is one of San Francisco’s leading muse and she has dubbed herself the “ninja space angel”. When asked what her normal training routine consists of she replied: “I do a lot of strength exercises and a significant amount of stretching and flexibility work. My exercises were primarily given to me by Master Trainer Lu Yi at the San Francisco Circus Center, who has a lifetime of circus knowledge. I have a significant respect for my trainer. It’s like this old and sacred knowledge has been passed along to me, and for that reason my training is more than just a workout. It’s become a part of me, a place that I can always go, and a thing I will always have. Real art is never really finished.”
“Artists are always striving in their mind for perfection, but the best that we can do is get as close as we can to that ideal. Circus inherently showcases the impossible, so I’m inspired to train because I want to see how close I can get to the impossible. Obviously, if it’s impossible I’m never going to get there, so I’ll keep training forever.”
Contortionists are a unique type of athlete, but athletes none the less. Training must begin at an early age, normally around 5, as this is the best age group to begin teaching the bones to bend in the manner that they do. Flexibility training isn’t any different than that of dancers, gymnasts or yoga practitioners; the only difference for contortionists is persistence within the area of training.
Consistency helps flexibility because as we age we lose elasticity in our muscles, ligaments and tendons. Using slow motions and holding stretched positions beyond normal comfort levels, contortionists teach their muscles and tendons to adjust to being expanded by becoming more elastic through their full range of motion.
To see a behind the scenes look at the making of this fantastic ad, check out this video:
You can also check out Kara and her career at: http://karanovasf.com/
And Shannon Gaines with the Vau-De-Vire community at: http://vaudeviresociety.com/.
