"create a 3-part print series for Fiat's new 500X crossover that revolves around the car's combination of
American power with Italian style."
Fiat 500X
In approaching this project, I knew that Fiat didn't mind embracing their fun-side, and wanted my executions to do the same.
When trying to put my finger on what exactly embodies American power or Italian style, I soon embraced the idea that the car itself was
essentially a crossover designed for Americans who enjoy a taste of Italy.
Money, in America, is often associated with power, as is the President. To take advantage of these associations, and also establish a distinct visual style, I decided to use what could be seen as a juxtaposition --but is actually a harmonious union-- of these historically powerful Americans enjoying what many Americans today consider distinctly Italian foods.
