Creative Direction and transmedia storytelling campaign for The Moroders, a DJ-Team from Dresden/Germany. The name and story is inspired by an eponymous family dynasty based in the southern region of Italy that famously includes the Oscar-winning record producer and performer Giorgio Moroder.
The story of The Moroders unfolds in Ortisei, a town of 4,500 inhabitants in the Italian region of Southern Tyrol. Here in the shadows of the Dolomiti Mountains, amidst beautifully tend half-timbered houses, succulent dark green meadows and adjacent pine forests lies the ancestral seat of the Moroders dynasty. Born to parents with progressive dispositions, the three boys spent all their childhood here, sheltered away from the hustle and bustle of modern society, scaling mountains, tending sheep and engaging in the traditional sport of ‘Roll-Igel’ (which basically entails rolling down a hill wrapped in a rug). But as they grew older, a crevice of doubt began to yawn in the solid veneer of their jaunty milieu. Their minds began to misgive that something appeared fallacious: The perennial blue sky that was never clouded! The grass, so green as if synthetic! And is this a plug instead of a teat protruding from that cow’s udder? Even the cordiality of people surrounding them suddenly inferred doubt, elicited by the observance of a certain programmed repetition in the moving corners of their crimson, grinning mouths. After a number of failed attempts to get a club night started in one of the local bars and an antisocial-behaviour-order looming over their heads due to charges of indecent attire and noise pollution they were eventually faced with a difficult decision… (Read More)