The idea came from Abarth and Fiat, that saw a good opportunity to promote their Fiat 500 Abarth in a pretty effective and fashionable way - and recently they’ve been quite good at that, actually. What they did it’s a one-of-a-kind print ad called “Body Paint” that will make its debut - quite appropriately - in this year’s annual ESPN The Magazine’s ‘Body Issue’, the one that is entirely devoted to the human body and its beauty.
Seventeen female artists, models and contortionists in body paint came together to form the shape of a the Fiat 500 Abarth Cabrio with just their human bodies, and we have to say they did a really nice job. Apart from these ambitious and beautiful body paint photos, you can also see here a cool behind-the-scenes video that allows us to appreciate the techniques used by artists to coordinate the position of the girls to create the forms of the Italian hot-hatch (and also shows us this was for real and not the work of some skilled photoshopper).
Jason Stoicevich, Head of FIAT Brand North America, commented:
“We wanted to create a concept for ESPN The Magazine’s Body Issue that was as visually unique as the Fiat 500 Abarth Cabrio. The notion of the ‘Body Paint’ print ad conveying athletic grace in a magazine that specifically devotes itself to covering athletes around the world sparked a perfect union for the FIAT Brand.”
for EUROCABLOG
