The artist used the latest iPhone to capture this image, which she then printed using the ancient photographic printing process known as cyanotype, characterised by its typical blue colour.
This photographic process highlights the graphic effect of the composition, while recalling the prints published in 1843 by Anna Atkins. The techniques and timing of the production of images using phone cameras have led to great changes in the distribution and consumption of images. Bertazza uses the latest modern technology but escapes from the system of connectivity and contradicts the fluid nature of the conversational image, an expression coined by André Gunthert. She explores the history of the medium by advocating the creation of a bridge between past and present. The image shows a girl as she is jumping, while holding an Amarena Fabbri jar in her hand. The pose, evoking the boldness of Baroque and the illusionistic perspective technique of “sotto in su” (from below to above), takes place in an imaginary, timeless location. The jump, explains Bertazza, represents a symbolic yet sturdy bridge between the past and the future, which is precisely what enables the company to achieve constant innovation, without losing track of its values and origins. The female figure, whose identity remains hidden, highlights the importance of women in the company’s history, from the creator of the famous recipe for “marena con frutto”, Rachele Buriani, to the prevalence of women in the production process. The fundamental theme throughout the creations of Bertazza, who mainly uses archive material that she reworks in a creative manner, is a personal reflection on the theme of memory, which can also be seen in this piece.