Severstal - Meet Steel!
An art exhibition instead of an advertising campaign by Severstal in collaboration with Andrea Belluso
“Meet, Steel” is a story telling the different aspects of the creation of steel.
This story is told in four different chapters, seen from the eyes of someone who has never seen or been part of the creation of steel. The four chapters are the Human Element, the Elements in Nature, the Industrial Poetry of the Plants and Steel in Society.
The observer in question is contemporary photographic artist Andrea Belluso, discovered not only the steel plants of Severstal but he also saw many things that invited him to imaginary worlds.
His was a daily discovery that also increased not only his experience but also his curiosity and the curiosity of the workers of the plants beyond the visual level.
When we see something familiar to us we stop seeing the possible beauty of what we see and it is seeing with “new eyes” that invites us to more curiosity, more creativity, more productivity and more joy with what we create.
Media: Exhibitions inContemporary Art Galleries and Expo , Social Media, short documentary film
Andrea Belluso’s role: Creative Director, Film Director Artist and Photographer.
click on the thumbnails to enlarge the images
Mini documentary "Meet Steel!" for Severstal, Concept, Film Direction and Editing by Andrea Belluso, who also served as creative director and stills art photographer.
Winner of the Metal Award 2025 for Most Innovative Documentary.