Italiano

Italiano: A Ground-Up World Built for the Streets

Italiano was more than a commercial — it was a world carefully crafted from scratch, blending raw street energy with polished visuals, original music, and local authenticity.

1. A Brand New Vision
Everything in this campaign was created from the ground up — an original in-house song, real Egyptian street settings, and a major celebrity lead all came together to form a uniquely immersive brand experience.

2. Challenges of Creating From Scratch
No shortcuts. From composing a custom track to shooting in unpredictable real-world locations, every element had to be original and seamlessly integrated. Managing a fast-paced street production with a high-profile celebrity added complexity, requiring tight coordination to ensure authenticity without sacrificing style.

3. Production That Lived on the Streets
The streets weren’t just a backdrop — they were a character. Our team embraced the rhythm and texture of Cairo’s real environments, capturing spontaneous moments while maintaining visual cohesion. Simultaneously, the custom-produced song added emotional and energetic layers that aligned perfectly with the brand’s tone.

4. Flexible Tools for Fluid Filmmaking
We paired the ARRI Mini LF with a Freefly system to navigate fast, real-world scenarios without losing cinematic depth. The Freefly gave us the freedom to move naturally through crowded spaces, while the Mini LF ensured rich color, clarity, and visual consistency — especially crucial for capturing the celebrity lead and lively urban textures with equal finesse.

Conclusion

Italiano was built, not borrowed — an original song, a real environment, and a bold visual language came together to create a street-smart, high-energy campaign. Every frame spoke to the audience with authenticity, proving that cinematic quality and raw local flavor can live side by side when you build a world from the ground up.