Dream Bigger
The Complexity
While the Fiat 500e was outselling nearly every electric car in Europe, America never understood what made Fiat worth wanting.
The Idea
Americans have always loved Italian design, Italian culture, and Italian style. Fiat had struggled for decades to turn that to their advantage. Rather than softening the brand for an American market, we leaned into the culture with a symbol that carries the full weight of Italian genius and humanity: Michelangelo’s David. We built the campaign around David, giving the most iconic figure in Western art a reason to step off his pedestal and into the world of Fiat. The film moves through Italy with the energy and sensuality that Italian culture has always embodied capturing the Italian life Americans have always romanticized.
The Outcome
Fiat U.S. sales rose 153%.
- Brand Strategy
- Creative Direction
- Art Direction
- Graphic Design
- Creative Campaign
- Video Production
We made Fiat feel like the Italy Americans dream about.
- Buddy Films
- LOGAN
- Mophonics