Alfa Romeo.
Passion Drives.
Passion in Motion:Creating Hero Videos
That Captures Alfa Romeo’s Spirit
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Using only the footage you currently have from the client, create 3 hero videos for the current Alfa Romeo videos that link to the brand message.
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After being handed over a 2 TB harddrive of mixed footage, 23 versions of videos from 6 different creatives, it was my job to rewrite the scripts using the brand’s “Passion Drives” platform, record the VOs and make some limoncello from this massive basket of lemons I was handed.
Each video—Range, Stelvio, and Giulia—was meticulously edited to bring out the unique qualities of Alfa Romeo’s cars. From breathtaking shots of sleek designs to high-energy driving sequences, the videos captured the essence of what makes Alfa Romeo truly unforgettable.
Making “Passion Drives” Shine
Armed with footage from six different creatives and 23 video versions, I rewrote scripts to align with Alfa Romeo’s “Passion Drives” message. The new narratives brought cohesion and clarity to the campaign, highlighting the beauty, performance, and emotion of the Alfa Romeo driving experience.
Despite the limitations of repurposing existing footage, the final videos exceeded expectations, performing strongly online and earning recognition by Alfa Romeo’s global team, who featured them on the brand’s global website.
My role in this project:
Art Direction & Design: Shaping the visual narrative and ensuring the brand’s identity shone through.
Copywriting: Rewriting scripts to align with the “Passion Drives” platform and evoke the joy of driving.
Video Editing: Transforming raw footage into cohesive, impactful hero videos.
Voiceover: Recording professional VOs to bring the scripts to life.