Barilla Campaign
Spec project
Ruthlessly Tasty!
The Ruthlessly Tasty series brings forward a paradoxical and provocative image: iconic figures of power—often strict, controversial, or historically charged—posing proudly while holding a box of pasta. The visual language of fast food collides with the aesthetics of propaganda, creating something both familiar and unsettling. Exaggerated smiles, vibrant colors, and playful slogans form an ironic contrast between the seemingly innocent and the historically heavy.
The concept is simple yet razor-sharp. What happens when the power of imagery meets the power of consumption? How easily can authority be transformed into a marketable product?
The series comments on how everyday commercial aesthetics absorb everything—even the most loaded symbols of power—and turn them into something digestible, entertaining, almost harmless.
Ruthlessly Tasty does not merely depict; it reframes. Through satire and irony, it reveals how, in an age of hyper-consumption, imagery can neutralize the weight of the past.
