Abarth - Scary

Creative Development and Concept Exploration

For the Halloween launch of the Abarth 600e Competizione, the objective was to create a high-impact digital activation aligned with the model’s bold and disruptive positioning.

With the Migrante team, we developed multiple rubamatic concepts exploring alternative narrative and visual directions. This exploratory phase allowed us to test tone, pacing and emotional tension before defining the strongest creative path.

Concept Definition

The final “Scary Good” concept merged Halloween atmosphere with Abarth’s irreverent attitude, positioning fear as a metaphor for electric performance shock.

The direction ensured seasonal relevance while maintaining coherence with brand identity and communication objectives.

Storyboard and Production Supervision

The selected storyboard was developed in collaboration with sedici9 and produced by Twister, translating the creative concept into a precise visual structure ready for execution.

Together with the Creative Director Valerio Le Moli, I supervised both the driving sequences and the main shooting day, ensuring consistency between narrative intent, product framing and overall campaign alignment while maintaining coherence with the original strategic direction.

Messaging and Brand Voice

I developed and integrated the supers to reinforce the bold and provocative voice of the campaign.

The messaging amplified the “Scary Good” statement, ensuring clarity, memorability and strong brand recall across digital distribution channels.

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