The historic body of work built by Campari across 70 years lost gusto with the arrival of television. Finding itself surrounded by more competitors than before the liqueur largely replaced poster design with cutting edge mediums of TV and photography, and lost its taste for all that was artistically new. Directors replaced artists, but brand directors replaced visionaries. Its east London pop-up Negroni bar of 2016 arguably cemented its place in the league of contrived. And now Cremonicini believes Campari to simply be “very much a brand”.