Stracciatella Fella

Circular design is becoming increasingly central to product development and sustainability strategies. Cycling heritage brand Selle Royal is at the forefront of this new approach with the launch of the Stracciatella saddle, a new product created from upcycled material waste and engineered for high-performance comfort.

Instead of sending production offcuts and discarded saddles to landfill, Selle Royal has engineered a process that grinds and processes these remnants into a new, high-performance comfort foam. The result is a material with a distinctive marbled appearance reminiscent of the Italian gelato Stracciatella with its chocolate-swirl pattern, and the inspiration behind the saddle’s name.

For the launch of the saddle, Selle Royal worked with Milan based agency Adverteam to create a European campaign designed to cut through traditional sustainability messaging with a lighter, more engaging tone. The result is 'Stracciatella Fella', a 56" handcrafted stop-motion film in the style of a playful animated music video.
The spot was animated frame by frame using over 2,000 individually photographed scenes, and combines miniature sets, playdough characters, and real recycled foam fragments to tell the story of transformation through reuse. It’s a visually distinctive, music-driven piece that aims to speak to younger and digitally savvy audiences in an authentic and memorable way.