Milla Jovovich for Campari's 2012 Calendar
Photography: Dimitri Daniloff
Memento mori. It has to end for all of us, but the purpose of that phrase is not to send fear or hopelessness into the hearts of men, it’s to remind us that we have to enjoy life in all its fleeting glory. As Steve Jobs has been quoted countless times: “Death is the destination we all share. No one has ever escaped it, and that is how it should be, because death is very likely the single best invention of life.” Whether it’s just our world that’s going to end, or everyone’s – we should live life to the fullest. That seems to be what Campari are exploring in their 2012 calendar. Themed as ‘It’s the end of the world, baby!’ Milla Jovovich stars as both the bringing of doom and the celebrant of life.