My Play Furla

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My Play Furla

Fashion industry is our business! ;)

After Swatch, LouisVuitton, Fendi, Nike, one of the best Italian luxury brand: Furla.

Founded in Bologna in 1927, Furla is a worldwide company with its roots, and management, in Italy.

Their first leather bags collection was created back in the seventies, and they keep doing it well.

For the launch of a new special bag, Metropolis, H-art/Milan agency asked us to develop a series of 4 episodes, linked and standalone, for Furla communication activities on web/socials/shops.

The special feature of the bag is a detachable flip, that gives almost infinite possible combinations with the bag itself.

Each narrated by customized bag, in a moment of the day, through four italian cities, and their mood, being all of them marvelous but different: Bologna, Venice, Milan and Rome.

We then decided to enter the challenge by depicting every city with its landmarks, symbols, atmosphere and let it all happen stop motioning ;)

This means, as usual, sketching a lot, cutting a lot, mounting, gluing and… action.
We managed the whole project internally, from the first basic concept of the briefing, through storyboards, animatics, filming, postproduction, sound design.

Take your “grand tour”

Bologna

Venezia

Milano

Roma

Behind the scenes

Credits

Agency: H-art
Senior Art Director: Elisabetta Balconi
Senior Copywriter: Cristina Bissanti
Project Manager: Alessia Calabrese

Produced, directed & animated by: Happycentro in Verona – Italy
Papercraft design: Anna Rodighiero, Giulia Tonon
Illustration: Luca Galvani
Set design & photography: Federico Padovani
Editing & compositing: Davide Pagliardini
Music & sound design: TVCulture