Abarth - Pixel

Concept and Strategic Direction

For the launch of the new Abarth 600e Competizione, the objective was to reposition the brand’s electric performance within a contemporary digital landscape while preserving its racing heritage.

Working within the broader campaign framework, I developed a scalable visual concept aligned with communication goals and international rollout requirements. The direction reinterpreted Abarth’s iconic racing elements through a pixel-driven aesthetic, creating a strong bridge between innovation and legacy.

The system was designed to ensure visual consistency across website imagery, digital assets and advertising materials distributed globally.

Visual Development

Starting from moodboards, brand analysis and competitive references, the concept evolved around three core elements: the scorpion, digital distortion and high-energy racing language.

In the development phase, I also integrated AI-driven tools both for exploratory visual studies and for the creation of initial layout proposals. AI supported rapid iteration, testing compositions, lighting atmospheres and background interactions, which were then refined manually to ensure full alignment with brand guidelines and communication objectives.

I defined the final layouts and creative guidelines, building a flexible visual system capable of adapting across formats and channels while maintaining clear brand recognition.

Shooting Supervision and Production Alignment

The photo shoot was produced by Contesti and photographed by Max Saratto.

The production was conceived to integrate digital environments that would later be developed through a hybrid workflow combining 3D and AI-driven techniques. During the shoot, I collaborated closely with the photographer and technical team to supervise composition, lighting, vehicle positioning and overall coherence with the campaign objectives, ensuring that every frame aligned with the pixel-driven visual direction defined in pre-production and allowed precise integration with the digital backgrounds.

Post Production and Global Rollout

Following the shoot, the VFX development was handled by B612 in collaboration with Migrante for Abarth.

The hero environments were created through a mix of techniques combining AI-generated visuals, CGI and compositing. The animated pixel-art inspired backgrounds were initially generated using AI, then refined through compositing to achieve a controlled and coherent aesthetic.

Subsequently, the scenes were fully reconstructed in 3D, recreating the environments within a digital set where the pixel-art animations were projected as if displayed on a real screen positioned behind the vehicle. This approach enabled precise control over timing, motion and framing, delivering both dynamic animations and high-impact static frames for the campaign.

I oversaw the development of multiple layouts covering both exterior and interior views, ensuring consistency with the defined advertising direction and maintaining visual integrity across all executions.

The project concluded with the creation of animated digital assets and a complete ADV kit distributed across international markets to support the global launch — a hybrid workflow where AI, CGI and compositing converged to build dynamic yet controlled visuals, always serving the product first.

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