2025
Corporate Video
Duration1'11"
Making this ADV was a challenge in several ways.
First, it involved talking about a rather unusual product or, at the very least, promoting something about which I have no experience whatsoever and, I think, am unlikely to have any.
Secondly, I was dealing with a client who was used to more linear communication and who, for the first time, was looking at a more abstract and evocative type of promotion.
Added to these two aspects were the words “wings” and “Eiffel Tower” mentioned in the brief as evoking structures related to efficiency and lightness.
The work with Frame by Frame, with whom in addition to 3D we did much of the art direction, was quite intense and lasted months.
After throwing down a first rough cut we found ourselves rather far from the goal, at which point I thought that starting from scratch was the only solution.
In the new version we rethought practically everything: forms, narrative dynamics and transitions.
With Stax (Giovanni Staccone - Art Direction) I shared some vintage photos of the construction of the Eiffel Tower and, seeing those super daring perspectives, I thought that the beams of the architecture could function as the tracks of a roller coaster and in the wake of a mad rush Giovanni made the various elements function as the axes of an abstract architecture.
From there the path was downhill, and as we reached the end of the ride, the rest was coming into its own.