Vespa, a timeless icon. A format consisting of three videos for social media that tell the curiosities of the legendary Vespa in 2D mixed media.
Client:
Piaggio
Agency:
Publicis Groupe
Executive Producer:
Riccardo Galimberti, Pietro Polentes
Visual Supervisor:
Rachele Santini
Design:
Walter Dessì, Ilaria Eguia
Animations:
Walter Dessì, Ilaria Eguia, Matilde Tiraboschi
The Independent Ideas agency contacted us to bring this project, consisting of three videos, to life. The brief was to create promotional videos for social media that would introduce younger audiences to the Vespa and its timeless, historical curiosities.
The scripts with the 5 fun facts in the videos were developed by Independent Ideas and Vespa.
Based on preliminary scripts, we were involved in developing the concept and storytelling, starting with the concept of a “diary.”
Added to this was the idea of using post-it notes and scraps of paper to give the format a textured feel.
The animatics were crucial for defining the format’s rhythm and structure. The challenge was producing the three videos simultaneously, so we worked in parallel on the three storyboards.
The creation of the style frames for the first video dictated the stylistic and visual rules for all content. The design goal was to convey vintage themes through a modern, GenZ-friendly language, while still maintaining the vintage, historical feel of the contributions and themes.
Colors and textures played an important role in this regard.
As a first step, we created the graphic assets to animate the various scenes.
Vespa provided us with archival photographic and video materials, which we manipulated and inserted into the animations. For other sequences, we filmed a special shoot in Pontedera, home of the legendary Tuscan brand, while the graphics were created specifically.
The videos were then animated entirely with Adobe After Effects, simulating the jerky stop-motion movements typical of mixed-media videos that mimic animated collages.
The videos were shared by the brand on all its social media channels.
This project required countless changes, and meeting deadlines was truly challenging. Good organization and a clever set-up allowed us to be ready for the requested rework and necessary fine-tuning.
