Promoting a Documentary about La Dolce Vita

Arietta Cinematografica Presents:
“The Truth About La Dolce Vita”
by Giuseppe Pedersoli

About the project

The need was to create a brief, concise pitch deck that would be used to present this fantastic documentary to international buyers. We chose to keep with the original poster’s palette and create a layout that would highlight the aesthetics of post-war Italy.

See the pitch deck for the project

See the trailer on YouTube

Giuseppe “Peppino” Amato, the man who helped define Italian cinema

A central figure of Italian cinema between the 20’s and 60’s, Giuseppe Amato was one of the influential players in Italian film production. A sensitive, intuitive and adventurous producer, can boast several masterpieces of Italian neorealism in his long list of credits. Classic titles such as: “Umberto D”, “Francesco Giullare di Dio”, “Don Camillo” and “The facts of murder”, to name a few. An elegant and charming man devoted to the art of filmmaking both an actor and as a director first, and to ultimately become great catalyst of Italian cinema.

The highlight of his forty-year career is carefully reconstructed in this docudrama, explaining why he was the only producer in Italy to understand the importance and extraordinary nature of the movie: ”La Dolce Vita” a larger than life gamble that created a myth, but that also came at great personal expense.

Urband Eyewear – visualizing a new brand

When the company approached us with this project the brand was only in the imagination of its founders.

Our objective was to articulate the powerful story that was behind this eclectic and innovative brand.

After seeing their first eyewear collection and after having several conversations with the founders we were able to develop a creative concept and visuals that captured the brand’s essence.

Urband Eyewear sizzlepiece


In-store window display



KISS KISS RADIO All the colors of music

The project came to be by way of a Milan agency that was looking for proposals for the rebranding of an Italian radio station popular for their pop music appeal.

Conceptually I wanted to highlight the eclectic appeal of the station, so the logo tagline for the presentation was as follows: Radio KissKiss, tutti i colori della musica. Which in Italian means: Radio KissKiss, all the colors of music. Which to me created a strong visual connection between sight and sound, given that a radio is not a visual medium.

The idea was to invert the second “Kiss” making it a mirror reading, opening the possibility of making the brand legible from different viewing angles. In doing so I was thinking of how the logo would work on stickers, an item very popular when merchandising for teenagers at sponsored events.

To present the concept I worked with the team to put together a small music video, we were dealing with music after all. The clip is made using stock footage we had, adding several elements in After Effects to complete the piece.