Fiat is going ‘All In’ with a stunning new worldwide campaign to promote the launch of its first-ever electric car. Endorsed by Leonardo DiCaprio, who has spent the last 20 years fighting climate change and defending biodiversity, Fiat’s new mission is to invite everyone to champion more sustainable living. To support this cause, the car manufacturer has not only launched a new fully-electric Fiat 500, but three one-off collaborations with Italian fashion brands Bulgari, Armani, and Kartell.
The three unique models – which will be auctioned off with proceeds going to environmental charity The Leonardo DiCaprio Foundation – are showcased alongside the new electric 500 in a striking series of films from Leo Burnett and Movie Magic International.
Directed by Federico Mazzarisi, represented in the UK and US by Great Guns, the films are stunning explorations of light, using lamp reflections to slowly reveal each of the cars’ features before the final futuristic designs are showcased. Federico collaborated with two Italian cinematographers for the campaign, Michele Brandstetter for the fashion side of the shoot and Renato Alfarano for the car interiors.
Federico Mazzarisi comments: “My main goal for these films was to articulate the style of Fiat through the imagery of Bulgari, Armani, and Kartell. Although there were no actors in the films, I wanted to make the campaign passionate, emotional, and intense – maintaining the DNA of Fiat with the influence of fashion brands. Production designer Paolo Monzeglio was wonderful to work with, helping me choose the right set up for each unique brand.”
The Armani spot sees Federico play with mirror compositions, using reflections alongside minimalist and essential imagery to build to a crescendo in the film. For the Kartell model, the team once again chose a minimalist, concrete environment that also featured the Kabuki – Kartell’s iconic lamp. The shoot for Bulgari, meanwhile, included more than 70 moving crystals. These were hung from the roof of the studio behind the car, creating an atmospheric, futuristic tone.
This professional campaign titled 'Fiat 500 by Bulgari, Armani and Kartell' was published in Italy in April, 2020. It was created for the brand: FIAT, by ad agency: Leo Burnett. This Film medium campaign is related to the Automotive industry and contains 4 media assets. It was submitted over 2 years ago.
Advertising Agency: Leo Burnett, Turin, Italy
Executive Creative Director: Francesco Martini
Creative Director: Giuseppe Campisi
Art Director One-Off: Elisabetta Ursino
Art Director Opening Edition: Gaetano Cerrato, Edoardo Bergantin
Production Company: Movie Magic International
Director: Federico Mazzarisi / represented by Great Guns in the UK and US
DP: Michele Brandstetter
Production Designer: Paolo Monzeglio