Chopard Mille Miglia

Chopard
Mille Miglia

LA DOLCE VITA MEETS LA SPREZZATURA

Client
Chopard

Studio
Freestudios

Role
Art Direction
Design

Expertises
Brand Expression
Motion System
Social Activation

Industry
Watchmaking
Luxury

The Legend of Speed and Elegance

The Chopard Mille Miglia collection, a distinguished part of its luxurious watchmaking and fine jewelry line, pays profound homage to the legendary Italian race founded in 1927 by Francesco Mazzotti and Aymo Maggi. Traversing a demanding course from Brescia to Rome and back, the Mille Miglia has cemented its status as an enduring icon of motor racing—a celebration where raw speed meets quintessential Italian elegance. This rich heritage required a visual language that could capture not just the precision of the timepieces, but the timeless, evocative spirit of the historic event itself, honoring its legacy across more than nine decades of motoring history.

A Dynamic Blend of Style

For the launch of the new Mille Miglia timepieces, Chopard initiated a dynamic social media campaign supported by an animated series and a television spot. My role involved crafting an artistic direction that masterfully blended the poetic glamour of La Dolce Vita (the sweet life) with the effortless style of La Sprezzatura (studied carelessness). Drawing heavily from both contemporary archives and vintage race materials, the campaign’s narrative incorporated receding landscapes to evoke a sense of both nostalgic history and forward-looking innovation, framing the race as a continuous journey across the Italian countryside.

The Cinematic Graphic Identity

The final visual style was meticulously inspired by vintage newsprint and classic 1970s film, giving the entire campaign a textural, cinematic quality. This graphic identity played with the aesthetic of historical documents to celebrate the timeless charm of the race. By integrating these vintage elements with modern, dynamic motion, the campaign successfully honored the women and men who continue to preserve the spirit of this unique motorsport event. The result was a cohesive and sophisticated identity that affirmed the Mille Miglia collection as the ultimate expression of motoring history and Chopard’s precision craftsmanship, resonating deeply with enthusiasts of both luxury and motorsport.

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

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Suleyman Yazki

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