The challenge was to communicate the value of an art book collection through a short television advertising format.
The product was connected to Il Giornale’s cultural publishing offer: a series of art-related booklets / books distributed alongside the newspaper. The commercial therefore needed to be clear, immediate and suitable for a broad television audience.
The spot had to balance cultural value and promotional effectiveness, presenting the collection as accessible, desirable and connected to the newspaper’s editorial identity.
The project was developed as a compact broadcast communication piece, using motion, rhythm and graphic composition to create a clear promotional message.
The visual approach focused on making the art book collection immediately understandable, avoiding unnecessary complexity and giving the spot a direct advertising structure.
Motion design and graphic animation were used to support the campaign’s timing, visual impact and readability within a television context.
The result was a television commercial broadcast on Mediaset, supporting the promotion of Il Giornale’s art book collection.
The project demonstrates experience in creating motion-based advertising content for a national media and publishing context.
Within the portfolio, it strengthens the Video & Motion section by adding a commercial broadcast project connected to publishing, culture and mass communication.