LaCapaGira Movie Poster

The movie poster for “LaCapaGira” was made in 1999 by the Proforma Agency in Bari, (Puglia, Italy). 

The movie tells of a small gang of criminals who misplace a load of drugs, thus beginning a daring search that will open a surprising and jagged urban undergrowth to the viewer’s eyes. 

The poster had no drafts or rejected proposals, the agency’s graphic design immediately appealed to director Alessandro Piva.

Proforma worked as a team, and it was a project that also involved the group from a “sentimental” point of view, since such a courageous and unusual film was born and raised among the streets of the city, at a time when very few films were being made in Bari. The workflow became natural together with copy, art, graphics and accounts, all involved and amused by the experiment.

The poster, through the typical elements of Bari, tells how much the film was a genuine and raw expression of the city, without retouching, without filters, which is why it was chosen to represent a strong element of the film, the Piaggio Ape car, used in several scenes, which is a tough and “wild” vehicle. 

Below, the characters are represented through small mugshots, which recall the aesthetics of reports written by the police at the time following raids against the Mafia, to evoke the “border-line” environment in which the characters move with ease. 

Even the typefaces are all spoiled and reflect the agency’s stylistic choice in depicting the stark reality the director wanted to portray. Although several years have passed since its release, LaCapaGira has entered the popular imagination of the city thanks also to its communication, its references can be found in everyday life: 

on walls throughout the province, in idioms, and memes still present on the web today.

SOURCES

Direct contact with Proforma Agency