Permanent Collection

Taxfreefilm Captures the Spirit of a Good Life for Davines

Posted on Wednesday, February 25, 2026

Director Giovanni Grauso and the CG crew at Taxfreefilm in Parma team with Italian animation studio Primal Shape on this gently philosophical and very tactile film for haircare and skincare brand Davines.

Giovanni Grauso: “This project conveys the launch of the new Davines tagline ‘For a good life.” It’s a story that tells of the existence of Good Forces that take care of people’s lives. Ancient spirits, as creative expressions of the brand’s beliefs, generate positive, restorative energies.

“The campaign is driven by a strong inspirational mission, adopting a poetic tone that influences its stylistic choices.”

“Aiming for an appeal reminiscent of a handcrafted environment, the animation was crafted with variable timing, a sort of digital handmade style. All the characters were animated without interpolation, as in traditional frame-by-frame animation.

“The environments and assets were also built digitally while aiming to preserve a handmade appeal, retaining a sense of craftmanship and intimacy. The choice of a digital approach was made to ensure a wider range of material possibilities and in-progress adjustments that would be impossible on a physical production.

“The campaign is driven by a strong inspirational mission, adopting a poetic tone that influences its stylistic choices. Its inspirational nature stems from the desire to allow the audience to interpret the narrative in their own way, respecting their human and intellectual dimension.”