It was a great time when at Creeostudio we started to do this video. It was some kind of a revolution for the way the brand communicate itself to the B2B market. Since now it was super corporate and oriented to the professionals. Once we noticed that the subtile line between professionals and common users was getting thinner, we pushed this idea of communicate the new Classe 300 in a easiest way, with some fun. This is when the idea of a family doing a carnival party came out. The main concept was to play between being in a fairy tale and being into reality, trying to insert some kind of connection between the family role and the fairy tale character usual way of being. That's how the family tree came out, some kind of soft soap opera that consider the main role of the Classe 300: communication into a family background.

Creating the storyboard was fun, while drawing I really get into the characters behavior trying to make the story with multiple side points of view. For me as a creative director it was interesting to push the observer into a different level way of understanding the story, making it suitable and fun for both professionals and common users.

Every single character has its own story that goes parallel to the main adv supposed to be a short ads who express a peculiar feature of the Classe 300. Doing this we not only gave to the entire campaign a bigger strength to be noticed because of the numbers of videos uploaded on Youtube, but I was able to dig deeper into all the family members storylines making them more interesting and pushing up the user engagement. It was also an original way to promote the Classe 300 features with short and affordable videos who were the farthest thing from an annoying tutorial videos.

We did all the job in one day, working as hell from the morning till the deep night. It was though to manage all those actors, all the takes and being clear and lucid enough to bring the goal to the end.

The video campaign was pushed on several websites and channels, m from youtube, to Facebook, to the main ticino.it website. It get all the target the client gave to us, and was a big success who changed a lot the way the brand approached communication by far. For me this is the greatest goal we achieved with this project and this is the main step I was looking for after the remake of the main consumer website we did in 2015.

I won a special prize and mention as Art director for the project at the 2016 Mediastar competition. After I won in 2015 with Bticino.it this was a great confirmation on what we are doing with the brand, trying to create valuable assets for the future brand communication values. I must admit that I am really proud of this prize, that makes me not only happy for my work as an Art Director but celebrate the work of a great team that is becoming more and more similar to a family than to a company. Like in a fairy tale.