Chopard Mille Miglia

Chopard
Mille Miglia

La Dolce Vita meets la Sprezzatura

CLIENT
Chopard

STUDIO
Freestudios

ROLE
Art Direction
Visual Design

EXPERTISES
Visual Territory
Styleframes
Social Activation
Motion Graphics

SECTOR
Watchmaking
Luxury

Chopard’s Mille Miglia collection, part of its luxurious watchmaking and fine jewelry line, pays homage to the legendary Italian race founded in 1927 by Francesco Mazzotti and Aymo Maggi. Traversing from Brescia to Rome, the Mille Miglia is an enduring icon of motor racing and a celebration of speed and elegance.

For the launch of the new Mille Miglia timepieces, Chopard initiated a dynamic social media campaign supported by an animated series and a TV spot. Drawing from archival materials, I crafted an artistic direction blending La Dolce Vita with La Sprezzatura. Receding landscapes evoke nostalgia and innovation, while a visual style inspired by vintage newsprint and classic film celebrates the timeless charm of the race. This graphic identity honors the women and men who continue to preserve the spirit of this historic and unique motorsport event.

DESIGN APPROACH

Roads where victories are written, with attitude and elegance

ARTISTIC RESEARCHES

Typography:
an esthetic of time and speed

The typographic characters and kinetic compositions denote a strong identity of the Mille Miglia: elegance and sporting adventure.

Italics gives a sense of rhythm, speed, and texture of the characters through an organic reference linked to geography, asphalt, and moments lived.

SOCIAL & INTERACTION

A strong social engagement for a race of world renown

Much content has been developed for Instagram to capture attention and generate engagement with the Chopard community.

A family history

The race emblem –a red arrow– was the common thread for developing engaging stories that retrace the history of the race and its partnership with Chopard.

CREDITS

Client
Chopard

Studio
Freestudios S.A

Production
Pascal Girardin
Stéphanie Bochatay
Anne-Cécile Vallenet

Brand Content Management
Émilie-Alice Fabrizzi

Creative Direction
Olivier Pictet

Art Direction & Design
Suleyman Yazki

Copywriting
Pablo Martin

Compositing
Boris Rabusseau
Julien Andrey
Jean-Pascal Gaiffas
Bérénice Rogazy
Julien Jaillet
Isabelle Himmelberger

Sound Design
Maxence Ciekawy
Jean-Loup Bernet

Editing
Sébastian Bouet
Benjamin Banon

Shooting
Olivier Pictet
Benjamin Banon

Color Grading
Boris Rabusseau

Post-Production Management
Jean Charles Weber
Sébastien Raphoz