This particular project was another step into the exploration of sensation telling content. Matarazzo is one of the most traditional pasta brands in Argentina. My mom used to buy Matarazzo, my grandmother used to buy Matarazzo, my great grandmother used to buy Matarazzo, and so on till the first Santana in the history of the world. And all of them cooked it in the same way, on the same day, and in the same situation: with tomato sauce, on Sundays, with the whole family gathered around a big table.
Matarazzo was a bit bored of this, and wanted to shout to the world: “You can eat our pasta any day, with anyone, and anything!”. Basically, they wanted to break all the rules, disrespecting the established and breaking up the monotony. Having said this, the first thing that came to my mind was a wild line of Deep Purple and that was it. Let’s mix pasta, not only with other ingredients, but also with rock&roll, the universal symbol of rebelliousness. Let’s “Rock The Pasta”.