This project was another step in my exploration of sensation telling.
Matarazzo is one of the most traditional pasta brands in Argentina. My mom used to buy Matarazzo. My grandmother did. My great-grandmother too. Probably even the first Santana in history boiled some on a Sunday.
And that’s just it—Matarazzo was always cooked the same way, on the same day, in the same setting: Tomato sauce. Sunday lunch. The whole family gathered around a big table.
Matarazzo was tired of that tradition. They wanted to shout to the world: “You can eat our pasta any day, with anyone, and any way you like!” In other words, they were ready to break the rules—challenge the routine and shake up the plate.
The first thing that popped into my head? A wild Deep Purple guitar riff. That was the spark.
Why not mix pasta with rock & roll—the ultimate symbol of rebellion?
Let’s ‘Rock the Pasta.’