Freddy Artists Of Movement
# creative strategy
Client: Freddy is the Italian brand that makes clothes for people who see body movements as an art capable of touching.
Challenge: Consolidate positioning with “The Art of Movement”, using direct testimonials of real artists of movement.
Strategy: With the film-manifesto of past seasons we were able to involve many sports people who embrace our philosophy of “You are more than an athlete; you are an artist.” In this second chapter, we have established the brand positioning by presenting tangible proof of this statement with direct testimonials of real ‘artists of movement’. We have developed a series of video-interviews enlivened by the energy of great dancers, gymnasts and calisthenics participants, including ‘Lord of the Rings’ Juri Chechi, Nicoletta Manni, the prima ballerina of La Scala Theatre Ballet in Milan, and Alessia Maurelli, Captain of Le Farfalle (Italian Olympic Rhythmic Gymnastics Team). These people revealed their experience and passion to us, and gave us their point of view about the line between sport and art, which continues to stimulate debates amongst fans. As a result, today Freddy is a reference point for those who see in physical training not merely a periodic research for records and performance, but a form of art through body movement.
Creative Directors: Andrea Fagiolari, Vittorio Perotti
Art Director: Davide Di Gennaro
Copywriter: Luca Capece
Account and Producer: Martina Abbado
Director: Gabriele Rossi
Executive Producer: Giorgio Viscardini
Camera 2: Federico Caputo / Fonico: Matteo Pansana / Producer: Valentina Fiorindo (su Alessia Maurelli e Juri) / Producer Scala: Natalie Bendaud / Photographer: Claudia Ferri / Mua Elena Gaggero
Athletes/Artists: Alessia Maurelli, Juri Chechi, Nicoletta Manni