CREATIVE DIRECTOR & CREATIVE PROJECTS DIRECTOR with more than 8 years of experience in brand identity, CREATIVE direction, creative managEment and Festival concept design and direction. Creative work acknowledged by sky arts, Elle, GQ, IL CORRIERE DELLA SERA, Il Sole24Ore.Locked Pro Plan feature
Calabria is one of the most beautiful places that I know. However, it remains one of the poorest, least educated and most corrupt places in the country. Tourists are ex often treated with suspicion and levels of hospitality are very low. This is in total contrast to the beauty of the area. SUPERBO translates as SUPERB but In Italian this is one of the few words that has both positive and negative meanings: when say that something is "superb", it can mean that it is magnificent or very bad. I love this conceptual word game and this perfectly described our future projects in Calabria, which needed to be both magnificent and furiously bad. My role in SUPERBO™ was to design and direct events, manage marketing and communications, choose & curate artists and I was the public face of SUPERBO™ for interview, press and publicity.
In 2017 I designed, managed and directed "MANI Festival", a festival dedicated to handcraft and handmade objects. FESTIVAL CONCEPT www.mani-festival.com "Mani" means "hands" in Italian. The festival focus was on the handmade at 360° and regards artisans, artists, musicians, makers. Everything at this event was entirely handmade: from the stands the furniture, from communication mood boards to workshops. Mani Festival first edition was in April 2017 (4 weekends). The location was a Norman Castle in the centre of the Capital City of Calabria, Catanzaro. MANI festival hosted 200 artisans, 6 artists, 4 live concerts, 12 Dj sets, 8 workshops and attracted over 9.000 people. PERSONAL ROLE Marketing & Creative Director / Festival Co-founder My role was to define the balance between marketing and brand image, maintain Brand Image and managing all the Festival's departments. RESPONSIBILITY - Festival concept design - Festival Building - Build and maintain Brand Image - Marketing and communication - Sponsorship & Partnerships - Looking for and dealing with freelancers for Mani Festival team Brand Image / Strategy We were looking for an heterogeneous audience, interested in handicraft, come from whole Region (about 4 millions people) and with opportunity to spend money and buy from craftsmen we are showing during the Festival. I created a unique identity that differentiated our festival from competitors. I’ve deal with artist Alvino, an italian handmade collage artist that worked for Pitti, RedBull, Altaroma and many more. I’ve briefed the artist about what we needed: an artwork about every topics of the festival that must be seen. Colorful, interesting, but at the same time mysterious. We worked on for 4 weeks till the goal. And all those stopped to look at it on the billboards. We trasform Alvino’s artwork in every forms you know: gadget, tee, poster, flyer, gif, 6x3, etc etc. We did a survey during the festival: 71% of people came because it was captured by what the artwork promised them: a different festival than the others. Social Media strategy I’ve built a specific digital strategy focused on supporting by locals Facebook FanPage. I have partnered with the largest number of Calabrian FanPages who have a minimum fanbase of 150K. As Media Partners, the engaged FanPages shared the ad hoc social content (video content, animated gif, graphic promotional post) that promoted MANI Festival. This partnership spread festival's contents in a very intense way and engage a huge audience of curious, without investing in Facebook ads. We range an online audience of 1 and half million view for every content posted by media partner FanPages. What have we promised them for the partnership? Logo on social adv and on below the line adv (flyer, A3 poster, in location 1 billboard for partners logo). TEAMS: Organisation team - Federica Caglioti / Co-Founder / Festival Director - Francesca Sansotta / Co-Founder / Bar Manager - Debora Gentile / Co-Founder / Artisans Manager - Cristina Pullano / Line Up Manager - Elena Bitonte / PR Manager - Ilenia Raffaele / Assistant - Carmen Morello / Intern - Claudia Fisciletti / Intern - Nuria Vadalà / Volunteer - Sarah Sestito / Volunteer Location set up team (about 30 people) - Federica Caglioti / Creative Director - Giorgia Visani / Set Up Director - Massimo Caglioti / Carpenter - Interns from Catanzaro Academy of Fine Arts Communication team - Federica Caglioti / Creative Director - Alvino / Artowrk Artist - Pasquale Caldararo / Video Maker - Ivan Comi / Video Maker - Monica Cannavò / Graphic Designer - Valentina Gianni / Graphic & Web Designer - Jacopo Buffetti / Web Developer - Francesco Trunfio / Intern - Sarah Canino / Intern Press Office Dacca agency Bar team - Francesca Sansotta / Bar Manager - Nicole Procopio / Bartender - Giulio Macrina / Bartender Runner - Norberto Sestito / Coordinator - Matteo Marcucci - Marcello Resina - Roberto Resina MAIN SPONSOR RedBull Pixartprinting Birra Kalabra QUOTE GQ Italy Artribune Living Corriere Made In Italy
Mare Mare Festival was a music festival focused on Italian underground music producers and independent labels. To publicise the festival we used only below the line advertising (social media marketing, soundcloud tracks, animated gifs, flyers). "Mare Mare" is the title of a famous Italian song from the 90s, written and sung by Luca Carboni. We chose to give this name to the festival as most of our target audience was returning to their land for the summer season, the same theme as the song. This was a pop song, so we asked some of the musicians line up to reinterpret this song in their own style. We gave these recordings to online media and generated a lot of national interest. This genre-specific festival was not in the traditional Calabrian would so we decided to launch it with a single big teaser campaign. For each remix and interpretation we had an animated Gif representing each artist. We communicated these through social media and music industry magazines to create a buzz. By doing this we achieved our goal of attracting over a thousand underground music fans. The combination of a unique location, exciting music and cool people drew the attention of Peroni-Nastro Azzurro who decided to sponsor the festival. PERSONAL ROLE Festival Founder / Festival director My role was to define the balance between marketing and brand image, maintain Brand Image and managing all the Festival's departments. RESPONSIBILITY - Festival concept design - Festival Building - Build and maintain Brand Image - Marketing and communication - Sponsorship & Partnerships - Looking for and dealing with freelancers for Mare Mare Festival team - Manage 3 departments: Organisation team, Location set up team, Communication team TEAMS: Organisation team - Federica Caglioti / Co-Founder / Festival Director - Francesca Sansotta / Co-Founder / Bar Manager - Debora Gentile / Co-Founder / Account Manager Location set up team - Federica Caglioti / Creative Director - Massimo Caglioti / Carpenter - 3 Volunteer Communication team - Federica Caglioti / Creative Director - NomaèBravo / Artowrk graphic designer - Pasquale Caldararo / Animation Press Office Daccapo agency Bar team - Francesca Sansotta / Bar Manager - Nicole Procopio / Bartender - Gigi Squillace / Bartender MAIN SPONSOR NastroAzzurro
SUPERBO™'s most important project was to reinvent an old abandoned and debris filled factory in Soverato, Calabria (Italy). We called it exCOMAC. exCOMAC was one of the winners of an award for the most innovative project in Italy in 2016. It was featured in over 200 articles in the Italian press (Corriere della Sera, Artribune, InsideArt, Sky Arte, IL, DailyBest, Artworth, DLSO, ELITA Milano, Cosebelle Magazine, etc etc) praising it for its important role in Culture & Art. This project reached a live audience of 30,000 people and an online audience of 6 million people (almost 2 times the number of citizens in Calabria). We turned a dump into a cultural pole that has hosted: - 1 underground music festival - 3 artistic installations and 3 artistic performances - 1 street food festival - 8 parties - 1 green market - several book presentations - 1 mixology contest PERSONAL ROLE Marketing & Creative Director / Project Co-founder My role was to define the balance between marketing and brand image, maintain Brand Image and managing all the Project's departments. RESPONSIBILITY - Project concept design - Project Building - Build and maintain Brand Image - Marketing and communication - Sponsorship & Partnerships - Looking for and dealing with freelancers for exCOMAC Project team - Manage 3 departments: Organisation team, Location set up team, Communication team TEAMS: Organisation team - Federica Caglioti / Co-Founder / Project Director - Francesca Sansotta / Co-Founder / Bar Manager - Debora Gentile / Co-Founder / Account Manager Location set up team - Federica Caglioti / Creative Director - Massimo Caglioti / Carpenter - 3 Volunteer Communication team - Federica Caglioti / Creative Director - Studio Mistaker / Graphic Design - Pasquale Caldararo / Video making / Video editor - Mario Scalamandrè / Video Making - Lucia La Rosa / Intern Press Office Daccapo agency Bar team - Francesca Sansotta / Bar Manager - Nicole Procopio / Bartender - Gigi Squillace / Bartender
MercatoMonti is the most important Rome's urban market, that attract thousands of people every week. I was chosen by Ornella Cicchetti, MercatoMonti's Founder, as the Creative Art Director for the advertising production of the 2015-2016 period. She asked me to express my own creativity for push MERCATOMONTI better and to engage more tourists. I worked with a talented young photographer, Alessia Stranieri, to create beautiful and with "wow!" factor shoot. I needed people to stop on the street to sideline advertising and ask: "But what is it?". Rome is full of advertising, so we needed to break the schemes. So I manipulated photos to obtain the best result near my goal: a series of portraits where chaos and order coexisted in motion. Artworks have been used for online and offline MercatoMonti's advertising campaigns.
FemaleCut is an association focused on women's expression in every form. They organize music events in Rome that attract thousands of people. I was chosen by FemaleCut as the Creative Art Director for the artwork production of the 2014-2015 period. They asked me to express my own creativity and strategy for 3 different series of events, where the target was different: • FemaleCut events (these were 1 time a month) • Thursday events (these were every week) • Monk Summer events (these were every week of july and august) I worked on different types of artwork and styles for the FemaleCut's communication, running all the way, from brief to print out. I designed about 30 artworks with 3 different styles: • double exposure • pixel art • 3D illustrations Artworks have been used for online and offline FemaleCut's advertising campaigns.
I was at the head of Digital Marketing department. My team ran on digital marketing projects, from strategy to design. Clients: • Angelini pharma (italian pharmaceutical company) • Biochetasi (italian drug) • LivingRoome (italian design magazine) • Floratrix (italian drug) • I Radicali (italian political party) • Geberit Italia My work consisted of: • Social media strategy • Digital ads strategy • Digital marketing • SEO & User experience design • Digital Art Direction • Team management (digital PR, graphic designer, social media manager, account)
IED (Istituto Europeo di Design) is the most important private school of design in Italy. Social media marketing for IED is the tool used to sell courses, so to engage a specific target, and to best support brand image. I was at the head of IED Italy Social media marketing department. I was based 3 weeks/month in Rome and 1 week/month in Milan. I managed and coordinated all IED Italy's Social Media Teams: they were 13 people in several Italian cities, where IED had schools: Florence, Milan, Venice, Cagliari, Turin, Rome, Como. My work consisted of three parts: • Building the social media strategy for IED Italy and for every IED schools (Each school seat has its own needs and a specific target); • Art direct social media advertising and content design, working with graphic design departments (Rome department, Milan dep, Florence, etc etc) or freelance collaborators; • Manage, coordinate and support the IED Italy's Social Media Teams to reach the goals set.
IED Rome is one of the satellite schools of IED enterprise. I was at the head of IED Rome's social media marketing team (3 people). My work consisted of: • Social media strategy • Deliberate planning and goal setting • Development of brand awareness and online reputation • Coordinate my team to reach the goals set
IED Rome is one of the satellite schools of IED enterprise. I administered IED Rome's social media marketing and advertising. My work consisted of: • Deliberate planning and goal setting • Development of brand awareness and online reputation • Content management • SEO and generation of inbound traffic • Cultivation of leads and sales
Best gif art of the day by Artribune, one of most important Art Magazine in Italy. The award-winning Gif is part of the IOSONOF series, whose giphy channel has reached 44 millions views in 2017. www.giphy.com/iosonof "iosonof's GIFs feature vintage portraits, with a twist. The portraits are faceless and instead filled carefully with dreamy landscape footage, where you'd usually expect to see smiles and eyes. The effects are stunning and somewhat haunting, like watching a spirit having a dream." quote by GIPHY ART Department
Me, Maria Francesca Sansotta and Debora Gentile like SUPERBO's co-founders, we were awarded by "Corriere del Sud" newspaper (Calabria's major newspaper, south of Italy) for exCOMAC project.
The MARE MARE Festival was one of the finalists in the ELLE shortlist for concerts and the 2016 Summer Festival in Italy not to be missed. Mare Mare Festival was a festival focused on Italian underground producers and independent labels, as part of the exComac project.
exComac has been one of the 100 places that makes Italy cool for "Il Sole24Ore" in 2016. Excomac project has been one of the 4 winners for the Calabria region of South Italy. The other 3 were: 2 contemporary art museums and a historic liquorice factory. We were honored to have contributed to making Calabria a cooler place.