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
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