Italiano Highest
Italiano was far more than a typical commercial shoot it was about crafting an entire world from the ground up. From an original, in-house produced song to authentic street locations and a major celebrity lead, this project was designed to feel raw, real, and unmistakably local. It’s a testament to our commitment to creating bold, fresh work that feels genuinely connected to its audience.
Challenges
Creating something completely from scratch meant every element had to be invented, not borrowed. We needed to compose and produce an original song that matched the brand’s energy, plan shoots in real Egyptian streets with all the unpredictability that brings, and manage a high-profile celebrity lead. Balancing a vibrant, local aesthetic with cinematic polish required careful planning and tight coordination to make sure nothing felt staged or inauthentic.
Production
Production was all about immersion and authenticity. We shot on real Egyptian streets to capture the life, movement, and energy that defined the brand’s spirit. Our team worked quickly and creatively, adapting to real-world environments while ensuring every frame maintained a strong visual identity. The original music production added another layer of work and creativity, making sure the final film wasn’t just visually compelling but sonically distinctive and perfectly matched to the imagery.
Equipment
We used the Mini LF paired with a Freefly system to deliver a cinematic yet flexible approach that matched the dynamic street environment. The Freefly rig allowed us to move freely and naturally through busy locations, creating immersive, flowing shots without disrupting the real-world feel. Meanwhile, the Mini LF provided ARRI’s large-format, rich color science and exceptional detail essential for capturing vibrant street scenes and ensuring the celebrity lead looked polished and premium. This combination let us deliver a cohesive, high-end campaign that felt truly local and built entirely from the ground up.
