Lamborghini Unveils Photo Campaign Pairing Italian Lensmen With Some Very Cool Cars - Airows

Lamborghini Unveils Photo Campaign Pairing Italian Lensmen With Some Very Cool Cars

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A couple of months ago Lamborghini announced "With Italy, For Italy," a large-scale photographic project celebrating the treasures of Italy and its own iconic sports cars. The marque invited 20 of Italy's top photographic talents to "highlight the ethos, uniqueness and excellence" of Italy’s 20 regions, alongside 20 different Lamborghinis, representing the manufacturer's nearly 60 years of production. 

Now we've got an early look at the results, and we've never had a stronger desire to travel to Italy—or get behind the wheel of a Lambo. The goal of the project is to "reinvigorate the country’s image, sending a positive signal of a rebirth following the COVID-19 emergency," and we'd say it's a smashing success.

Highlights include an iconic Miura from the 1960s, photographed by Davide De Martis, who produced our favorite images in the series, showing the classic ride cruising the coast and twisty mountain passes—which we imagine was a lot of fun to shoot.

Other featured photographers include Marco ValmaranaAnna di Prospero and Fulvio Bugani, who got to take a bright blue Lambo on a tour of the Valle d’Aosta in the Western Alps, known for its iconic, snow-capped mountains. Among the lensmen are specialists in fashion, design, art, architecture, music, landscapes, and even social issues. 

Aside from showcasing some ridiculously sexy cars, the images evoke the country’s "unparalleled beauty, art, history, architectural marvels, natural wonders and more," illustrating Italy as "a land of excellence, talent, flair, aesthetic research, and innovation—all features deeply embedded in Lamborghini's DNA."

We'll leave you with a parting shot by Marco Valmarana of one of the most famous supercars of the late '70s and 1980s, a Lamborghini Countach, in front of a stately mansion near Venice. La Dolce Vita indeed.