At the time of this shoot, a production-ready model of the SUV didn't even exist. That meant every single scene with the car was 100% CGI (special thanks to the VFX team at Framestore). A good portion of the production was spent in the mountains of Northern Italy at Stelvio Pass on some of the most dangerous switchback roads in the world. So epic! It was an unbelievable trip working with unbelievable people.
The use of the color red was very intentional for this campaign. In Italian culture, red represents passion, artistry, and above all, emotion. There's nothing more iconic that a red Italian sports car racing down a stretch of open road. If the Germans are all head, the Italians are all heart. And it shows in the way they build cars.
Because Italians believe in craftsmanship, we created this hand-drawn typographic treatment. It had the just the right level of artistry & flair we were going for. Aggressive, yet sexy. Sophisticated, yet sinister.
Working with Fiat Chrysler was a crazy process (#Understatement). This spot took nearly 18 months to complete and was initially supposed to be a Super Bowl commercial. Below are the original RIP videos we presented to get creative approval (one for the Giulia, one for the Stelvio). Looking back, I'm amazed at how the end product mimics the original edits so closely. Oh and let's not forget, we wrote these songs.
Agency: Mono Role: Art Director, Creative Director Copywriter: Chris Yocum Director: Luigi Pané
