The thirteenth edition of the Campari Calendar, featuring Hollywood star and supermodel, Milla Jovovich, was unveiled in Milan, Italy.
Titled, It's the end of the world, baby!, the 2012 version is said to take its inspiration from the rumors that the Mayan calendar foretells the end of the world at the end of the current year. According to the ancient calendar, the world will end on Dec. 21 and enter a transformative period.
Campari's answer to this gloomy imagery is to react in an energetic and positive way, without compromises, in countertendency with the main stream. To showcase this concept, Campari has released a set of powerful photographs starring Jovovich.
The calendar shows Campari's latest female protagonist in vivid shots, as she sets about enacting hypothetical scenes about the end of the world.
As a model and an actress, this was an exciting new challenge for me, combining the skills to bring to life each of the hypothetical events in a theatrical, yet sophisticated way. What attracted me most to the project was the powerful inspiration behind it, as well as the positive approach of celebrating life with a special toast, with friends and family, said Jovovich, the star of the Resident Evil series of films.
With scenarios inspired from modern cinematography, mythological and biblical origins, the calendar explores remarkable events from dramatic desertification and hurricanes to alien invasions and meteorites.