Carraro Group’s core business is mainly B2B and focuses on the design and production of special tractors, transmissions and axles, precision components, and photovoltaic systems.
The company’s main communication tool is their Annual Review: a monographic book that describes the business areas of the Group and shows financial data to investors. Being such an important tool, every year an artist is chosen to tell the Carraro world from their own personal point of view and interpret a specific theme that pairs with the texts in the book.
For the Carraro Annual Review of 2013, we worked with Jessica Backhaus, one of the leading German contemporary photographers. She’s originally from Berlin, but has become a true citizen of the world. She lived many years in Paris, where her beloved teacher in 1992 was Giséle Freund. She then lived in New York, where she worked as an assistant to many different photographers, including David LaChapelle. In 2009, she moved back to Berlin, and started an artistic journey that has led to several very successful publications.
The idea for 2013 was to tell the places where Carraro products are used every day, to help readers better understand the company’s activities and fields of operation. Jessica was the best choice to interpret this request, because she has a very personal and original point of view. In addition, her approach to photography as well as everything else in life always aims at researching a poetic, humane, sensitive, and thoughtful key of interpretation.
For a couple of months, we travelled across Carraro’s manufacturing plants, construction sites in Milan, Valdobbiadene vineyards, marble quarries in Carrara, and ploughed fields in Val D’Orcia. We met workers, farmers, agronomists, viticulturists, and quarrymen. And we tried telling the captivating, humane, and technology side of the world where Carraro Group operates daily.