Stand Up for Simplicity
year: September 2010
client: Gas Jeans
role: Copywriter
Simplicity is not something implicit, but a goal to reach for with courage, awareness and determination. So says the Gas jeans AW2010 campaign created by the Kennedy+Castro advertising agency and photographed in Berlin by the guru of street fashion, Scott Schuman, alias The Sartorialist. The campaign, which uses the web and social networks as its main means of dissemination, put out a teaser in June 2010 and will have its official launch in September 2010.
Why is life so complicated? But above all, what do each of us do to make it simpler? These are the mysterious questions that greet visitors… [read]
Why the Coffee Break?
year: April 2010
client: Lavazza
role: Author
Lavazza was at the 2010 Milan's Furniture Fair with 3 projects in 6 different locations. They decided to promote these initiatives with a video format composed by short clips that were to be written, shot, edited and posted day after day on the Lavazza Youtube Channel and on the brand's Facebook Page. Elena di Cioccio, comic star of Italian Tv program Le Iene, was chosen as a conductor, and Debora Villa, another Italian comedian, played a cameo role in the end. The agency asked me to create a format that had a narrative evolution during the Furniture Fair's week. My… [read]
25 Days
year: April 2010
client: GAS Jeans
role: Editor-in-chief
This book is a project of real life, born from an innovative idea and the intense experience that followed it.It all started on line and in GAS stores in Milan and Venice, where I and 14 talents coming from the worlds of design and advertising were chosen on the basis of ability, imagination, and personality.It continued in the GAS headquarters in Chiuppano, where we lived and worked for 25 days, tuning ourselves into the pulsing heart of the company. Throughout the day, we combed the place floor by floor – from the laboratories to the Directors’ meeting rooms. At night,… [read]
