Creative Concept / Art Direction / Integrated Campaign

Fastweb
Tu sei Futuro

The creative work I developed for The Bunch on “Tu sei Futuro” won the pitch for Fastweb’s new corporate communication. As Creative Consultant and Art Director, I defined the visual vision of the pitch proposal, translating the strategic positioning into a system for corporate communication, advertising and promotional campaigns. After the win, I oversaw the development of the campaign’s Art Direction.

The starting point was to turn Fastweb into a language before a logo. Yellow becomes a dominant presence in space, the W an independent sign, and the “Tu sei Futuro” tagline, set on three lines, the structure around which the entire identity is organised. The aim was to make the communication recognisable without constantly naming the brand: a clear visual grammar, almost like a corporate manifesto, able to occupy billboards and urban settings without using the traditional codes of telecom advertising.

This system is accompanied by documentary and street photography built around people and their stories. The future is represented through individuals, goals, work, talent and determination rather than abstract technological scenarios. The choice of ambassadors and protagonists follows the same logic: people who make the campaign’s message tangible, rather than simply advertising faces.

My work on the commercial included Art Direction, storyboarding and sound choices: I personally chose the voice-over artist and the Public Enemy track accompanying the film.

The same Art Direction was devised for corporate messages and commercial offers on TV, outdoor ads, digital, social media and events. Yellow, portraits, typography and the W unite them: subjects, messages and formats change, keeping the campaign recognisable.

The pitch win and campaign launch are covered in the press, including Engage and ADC Group, which also credit my Art Direction work.