This is the final project falls under the Module of "Fashion Industry” of the Master in Art Direction and New Narratives in Elisava. This project aimed to conceptualize and create/produce a visual fashion narrative in static and moving images. As the fashion world is a questionable industry, it still leaves room for new forms, expressions, ideas, and statements. 

date: 2023
where: Barcelona, Spain
people: Maria Francàs, Luca Breckwoldt, Ale Balcarcel



[ ++VIDEO++ ]

This is a story of a gum, and it’s unexpected journey through specific situations that explore the tension between disgusting and sexiness.

In the provocative world of "Elastic Voyage," gums embark on a sensuous odyssey, shape-shifting through captivating situations. Flirting sparks its first appearance, tumbling into tangled hair. Coolness propels through the air, landing beneath a woman's shoe. Shared love leads to a discreet exchange at the altar, consumed in complicity. One indulges in heated pleasure, sharing an intimate moment. A gum remains on a bathroom board, next to other companions. Before resting under a table, it shows its elastic nature, wrapped around a finger.  Transforming into a bubble, it shows its peak when it pops and ends in a panty of a confident woman. It sees light again from the bottom of a handbag, starting its journey again, by being the spark of a new intimacy. "Elastic Voyage" beckons, revealing desire's with all its excitement in mumblecore's raw embrace.

















"Mars Incorporated "is the biggest manufacturer of any chewing gum brand that comes to mind.

We wanted to play with the name Mars because we found the relation to the planet Mars interesting. We liked the idea that "chewing gum "comes from "Mars "and that sex is so bizarre that it could also come from another planet. So we decided to choose a question as our concept: Does sex come from Mars?

Since gum and sex carry a side that can be seen as both sexy and disgusting, we also wanted to play with and provoke this connotation here. Our statement is, therefore: sex is disgusting, but gum is sexy