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Mark












ABARTH



CREATING THE NEW BRAND PATH BOOSTING THE ORIGINAL 1949 DNA INTO A NEW TIMELESS AND ENERGETIC AESTHETIC.

KARL ABARTH FOUNDED ABARTH & C IN 1949, OVER 10.000 INDIVIDUAL RACE VICTORIES, 10 WORLD RECORDS AND 133 INTERNATIONAL TITLES ARE PART OF THE RACING HERITAGE BEHIND THE ABARTH BRAND.










CREATIVE DIRECTION

GIVING LIFE TO THE BRAND STRATEGY FROM "EVERITHING YOU KNOW ABOUT RACING CARS IS WRONG. NOTHING IS LIKE AN ABARTH! SIZE, SHAPE, SPEED AND SPIRIT." TO "THE JOY OF EMPOWERMENT"











DIRECTING THE BRAND IDENTITY TO THE NEXT LEVEL, A 360° CREATIVE APPROACH FROM PHISICAL TO DIGITAL.













A DYNAMIC IDENTITY DESIGNED TO CREATE A CONTEMPORARY TOUCH STRUCTURE WITH A BOLD VISUAL LANGUAGE 




CURATING THE CREATIVE DIRECTION OF THE ABARTH HEADQUARTER. 

 




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CREATIVE DIRECTION

SETTING A POWERFUL PAST PRESENT AND FUTURE STORYTELLING CONTENTS WITHOUT BEING TIED IN NOSTALGIA


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LE STORIE DELLO SCORPIONE

THE FIRST EVER SERIAL YOUTUBE BRAND DOCUMENTARY FOLLOWING THE ABARTH LEGACY AND THE NEW REBORN.




A TEASER - 69 YEARS IN 15 SECONDS




DO YOU KNOW THIS MAN?
THE CARLO ABARTH LEGACY




















ABARTH 595 TV COMMERCIAL
IN “5.95” SECONDS 








CREATIVE DIRECTION
BRAND STRATEGY
BRAND DESIGN
HEADQUARTER DESIGN
BRANDED CONTENTS
PRODUCTIONS
BRAND: ABARTH & CO
CEO: LUCA DE MEO
BRAND DIRECTOR: ANTONINO LABATE
MARKETING: SALVATORE IUZZOLINI, FRANCESCA SINGER, SILVIA LOPEZ,
LUCIO BERTA
MEDIA: PHISICAL AND DIGITAL,
PRINT & TV ADV, WEBSITE, HQ
FACEBOOK, YOUTUBE

CREATIVE DIRECTION: LUCA PILUTZA
DESIGN TEAM: LUCA PILUTZA, RICCARDO SORGENTE, ANDREA PUGLIESE, MASSIMO TANGANELLI, ALICE LOTTI, ALESSANDRO BLENGINO, ROBERTO PIAZZOLA.
FILM TEAM: MATTIA NAPOLI, ANDREA BERTOLA, NICOLO DRAGONI, ALESSANDRO PIETRANTONIO
PRODUCTION: 515
VOICEOVER: GUIDO MEDA








 
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