Lavazza Calendar 2022

Lavazza, the premium coffee brand, is back with their annual calendar. The 2022 edition of the Lavazza Calendar has been conceived of and realised under the creative direction of the Armando Testa agency. The theme for this year is “I can change the world”.

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The project sends a call to action for positive change – now, without delay. Interpreted through photography and music, it is a call aimed at everyone and told through the stories of six activists who, through art, strive to change the world every day. The images have been captured by three-time Oscar winner Emmanuel Lubezki, one of the greatest directors of photography in cinema.

In its 30-year history of producing calendars, Lavazza has worked with some of the world’s top photographers, from David LaChapelle to Steve McCurry. For “I can change the world”, it turned to the world of cinema, choosing to work with Emmanuel Lubezki, known in the film world as Chivo. He is the first director of photography to win the Oscar in the category three times in a row. Lubezki was chosen not only for his undisputed talent, but also to offer a different perspective, a broader and deeper insight into the sentiments of the subjects, using an approach more akin to the art of cinematography than photography.

Chivo is known for his extraordinary skill with natural light: the six subjects are each portrayed in 12 shots taken at six different moments of the day – dawn, sunrise, daytime, sunset, twilight, nighttime – resulting in six stories of light told by the Master of Light, based on the hemisphere in which they live.