A project that looks to the future while staying true to the values that have always defined Alfa Romeo’s identity: passion, design and sportiness. For Alfa Romeo Cuorerosso, we oversaw the production of the launch content, translating the creative vision into a visual narrative designed to accompany the car’s debut.

Under the creative direction of Publicis, we managed every stage of the project, coordinating all the professionals involved, from cast selection and the management of multiple production sets to the supervision of execution and post-production. The production brought together studio sets, virtual production and on-location shoots, combining different creative approaches and technologies, from prop fabrication using additive manufacturing techniques to CGI. Director Nicolò Bravetta brought the visual narrative to life, shaping the content across the different formats and deliverables of the project.

Sound also played a key role in defining the films’ identity. Alessio Miraglia composed an original score for the reveal film, specifically created to accompany and enhance the car’s debut.

Every stage was developed in close collaboration with the Alfa Romeo Centro Stile, which oversaw the project. A collective effort carried out under the strictest confidentiality, in full compliance with the embargo in place ahead of the car’s official unveiling.

The project culminated in the hero film, a series of teaser videos and dedicated photography showcasing the car. The video content premiered internationally at the Cuorerosso Media Night in Paris, held during the Paris Motor Show, before extending the story to a wider audience.

A project where imagery, sound and production come together to shape an identity that continues to evolve, while remaining true to what has always made the Alfa Romeo world unique: the beating heart of passion.