Art direction and executive production for Mionetto: capturing the Italian lifestyle to tell it in global markets.

Strategy

Mionetto needed campaigns capable of maintaining narrative coherence without losing spontaneity, but when logistics and timelines become complex, the risk is to stiffen the result and sacrifice emotion to production necessities. How to preserve warmth and naturalness when the process becomes so structured? Artificial intelligence in pre-production proved a useful resource to combine operational efficiency and expressive freedom.

Development

The work structures photo shoots in iconic Italian locations with unified production management and talent selection, while art direction — using AI to generate shot ideas and situations — defines the visual approach and set organisation, reducing margins of error and downtime. Creative direction favours spontaneity: composed frames in real situations that preserve the freshness of the moment, with every frame expressing More than just through scenes of Italian conviviality.

Outcome

The photographs allow Mionetto to communicate in international markets with a genuine visual narrative: not prosecco as a simple product, but as an experience of conviviality and Italian celebration. The images convey naturalness and warmth through authentic scenes, maintaining the brand's narrative unity in every market.