Live the Italian Dream
For a creative portfolio course in the strategic communication program, I worked with copywriter Hunter Bickel to create an advertising campaign for the Vespa Primavera. We wanted to honor the rich history and culture within the Vespa brand, while also putting an American spin on it. Together we created three print ads along with an accompanying Instagram campaign and experiential installment.
The Sketch
When beginning to draft ideas, we thought about how to convey the classic, timeless feeling of Vespa. Hunter had the idea of a take on the American Dream. From there, it snowballed into this comical idea of Italian culture taking over these iconic American scenes and Italianizing them.
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Recreating famous American paintings then integrating an Italian flair was then my challenge. I utilized Adobe Photoshop to make my vision come to life. My process was first altering the painting. I worked with extreme care and attention to detail. Each painting took 1-3 hours to complete each. After each painting was complete, I then placed the pieces into the art gallery scenes and added Hunter's amazing copy.
For a social media extension of the campaign, we created a Vespa Instagram Takeover. In the spirit of overriding the American Dream, we sought out to think of a hyper-American brand with a similar target demographic to Vespa. We decided Levi's fit that description perfectly. The vision then was to flood the All-American feed with green, white, and red (the Italian flag colors).
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With the campaign centered around art, I decided to create collage graphics that combined Levi's, Vespa, along with classic Italian paintings, all the while staying within the three color palette. Being a huge fan of art, myself, I made sure to focus on texture, color, and overall visual balance in order to achieve my desired finish product.
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Out of Home- Experiential
For an immersive Vespa experience, we created an Italian takeover of an art museum. Gallery goers would walk through a space full of graffitied American pieces, as well as a Vespa Primavera on display.