Italian sun, international luxury

Challenge

‍The first problem to solve was fundamental: who are we selling this to, and why should they care? From there, we had to build a cohesive luxury identity across multiple regions without it turning into “travel content.” The non-negotiables were clear—luxury, sun, and the wine bottle as the focal point—so every creative decision had to reinforce that premium promise, scene after scene.

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What we did

We built the creative around a single idea: the Italian lifestyle as warm, slow, and elegant—something you feel before you rationalise it. A Dom Pérignon-level reference point helped set the tone: restrained, aspirational, and confident.

We then connected the brand to four regions with clear visual jobs—Abruzzo (origin), Tuscany/Florence (prestige), Sicily (wine culture), plus Rome for scale—while keeping cohesion through one guiding rule: follow the sun. On the ground, we mixed planned shot lists with smart improvisation, pulling locals into the campaign for authenticity (and real testimonials), and ran a tight workflow by sharing footage back to our Cambridge post team during production.

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‍Outcome

Don Vitantonio launched with a luxury visual identity that feels unmistakably Italian—warm, cinematic, and bottle-led. Client feedback: “Mindblowing.” Audience reaction: “great luxury vibes.” The brand now has a deep content library ready for social, ads, web, and future campaigns.

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