Marchesi
An OOH-inspired social campaign where Marchesi’s signature panettone became digital artworks. Shot under Milan’s Galleria Vittorio Emanuele, the project blended cinematic craft, 3D scanning, and AI to transform traditional elegance into motion.
A Holiday Masterpiece in Motion.
Challenge
The challenge was to recreate the intricate beauty of Marchesi’s desserts each detail, texture, and reflection in a digital format without losing authenticity. Balancing artistic precision and production efficiency became crucial to meet both aesthetic and timing goals ahead of the holidays.
From Galleria to Digital Canvas
We captured real footage directly under the Galleria Vittorio Emanuele, bringing the iconic Milanese atmosphere into the content. The hero products panettoni and sweets were 3D scanned to preserve every micro-detail, turning them into sculptural objects ready for animation. AI accelerated the creation of complementary assets and textures, allowing a seamless blend between physical craftsmanship and digital storytelling.
Craft Meets Performance
The resulting content turned Marchesi’s holiday charm into a series of visually immersive, high-performing social posts. The animations enhanced engagement rates, outperforming seasonal benchmarks and amplifying Marchesi’s visibility across digital platforms. Tradition, technology, and taste aligned perfectly just in time for Christmas.
Digital Artisanship for Heritage Brands
This project demonstrates how heritage brands can evolve their visual language through technology without losing their core identity. By merging real craftsmanship with digital precision, Marchesi reaffirmed its position as both a guardian of tradition and an innovator in contemporary luxury storytelling.
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