Creative Work
Over the last few years, I have worked as a freelance Senior Copywriter and Brand Strategist across a portfolio of international clients. Below are some of the most relevant projects.
Tecnica Group
How do you communicate the spirit of a holding which owns some of the most iconic boot making, skiing and skating brands in the world? From the point of view of the users, in this case, people’s feet.
Tecnica, Moonboot, Rollerblade, Blizzard, Loewa: they are all part pf the same group, which has started with the vision of a single man.
This is the story of Tecnica Group, in a corporate video that I wrote to encapsulate how design, taste and outdoor culture has evolved since its foundation.
M9 Museum
My concept to bring to live an immersive exhibition for the contemporary museum of Mestre (Venice). The story of the Italian 20th century, told using screens, data and 3D sound. A vocal and visual narration of the milestone of humans, Italy and its people.
Working alongside the curators and Studio Visuale design team, the project involved historical knowledge, creativity and the ability to transform complex issues into a compelling visual narrative.
De’ Longhi
Based on a two years global research on the evolution of coffee culture, world-leading home appliances brand De’ Longhi was on a mission to innovate the coffee making experience for its consumers.
As part of their collaboration with Studio Visuale, the company hired us for a variety of projects involving their design and marketing teams.
I translated their research into inspiring customer-centric video narratives, consulted for in an innovation project that led to the creation of a new sub-brand, consolidated their positioning, conceived namings, communication strategies, claims, top line creative directions, presentations and video scripts.
University of Oxford
Printing Revolution investigated the European printing revolution (1450-1500) analysing half a million of books as historical sources, to study society and culture through their diffusion. I scripted different versions of the voice over read by Jon Snow – English journalist, the longest-running presenter of Channel 4 News: a detailed version for the museum exhibit, one for Youtube and a teaser.
XACUS
XACUS is an Italian artisanal fashion brand founded in 1956. Over the years, I worked on two main collections: Active Shirt and The Journey Collection. For the former, I came up with the video script and develop the narrative for the project in both Italian and English language.
For the latter, I conceived the naming, model names, tag lines and top line ideas to develop further content for The Journey Collection, their new line of shirts to be presented at Pitti Uomo – the main fashion event for men in Italy.
Tonino Lamborghini
Son of the founder of the glorious Italian carmaker, Tonino Lamborghini has continued a legacy of luxury products developing the family history into a lifestyle business. My role was to design a new identity to foster the launch in new market, and to deliver the script for a new corporate video that embodied the refine positioning.
Vogel
From equestrians to classy fashionistas, VOGEL walks alongside the people seeking quality handmade footwear. After the acquisition by KASK, the company was evolving from a go-to shop for celebrities’ tailored-made boots in Manhattan into a modern shoe brand. I crafted their new brand identity, redefining its vision, mission, brand values & attributes, brand personas, tone of voice and main claims.
Life Natural
Leading pet food brand Life Natural was looking to refresh their image and language. I elaborated their new strategy, positioning and brand identity around concept of nutrition according to natural instinct.
The new manifesto was then translated into a new website, social media and advertising campaign to accelerate the company’s internationalisation process.
Fondaco dei Tedeschi
Based in a historic building near the Rialto bridge in Venice, Fondaco dei Tedeschi is the European home of DFS Group (part of LMVH) the world’s leading luxury travel retailer. Building upon centuries of Venetian Carnival traditions, I came up with concept & copy for their marketing campaign, display design and merchandising. The project was developed in collaboration with the Italian illustrator Lucio Schiavon.
IRINOX
Irinox provides chefs and professionals with the best technologies to preserve their food. The company has pioneered the concepts of blast chilling and high quality preservation in the world of catering, pastry, ice cream, bread making and the food industry. Over the years, I have worked as Italian & English copywriter on a variety of projects such as slogans, claims, sales collaterals, catalogues, videos and installations for events.
