San Marco – Un chef d’œuvre du café italien

After a five-year hiatus from the media, San Marco is making a big comeback with a national campaign created by Big Success to reaffirm its Italian identity and boost its appeal among consumers. At the heart of the campaign, the film “The Masterpiece” introduces the brand’s new tagline: “A masterpiece of Italian coffee.”

Produced by Top Talents and directed by Philippe Locquet, the film is set against the magical backdrop of Venice and St. Mark’s Square, where a couple is surprised to discover that all the statues in a museum have disappeared. The mystery is solved when they find the statues sitting at a table in a café, savoring a San Marco coffee.

To bring this poetic and surprising visual metaphor to life, the production seamlessly blended traditional filmmaking with cutting-edge Generative AI workflows. Advanced AI tools were leveraged in post-production to meticulously craft the grand museum environments, generate complex digital backgrounds, and seamlessly integrate the classical Venetian statues into the real-world footage. This hybrid creative approach successfully builds a world that is both premium and cultural, true to the brand’s DNA, while playfully and elegantly reimagining the conventions of classical Venetian art.