Barilla Social Media Campaign
Art Direction
Photography
Motion Design
This campaign explores the connection between pasta and chess, marketing Barilla toward a younger generation of chess players. My goal was to create a unique social media campaign that combines photography and wordplay to deliver a clever, playful, and engaging message. The three posts target a specific audience while introducing an unexpected creative twist to Barilla’s brand identity.
Process
I began this process by conducting brand research on Barilla and similar companies. After defining a unique audience, chess players, I researched further and found connections between pasta and chess, such as the focus on quality and strategy and the double meaning of ‘fork’. This research was the foundation for my ideas, which I sketched, refined, then executed. To create these photos, I built various sets using props like cooked pasta, forks, and chess pieces. After retaking and editing photos, I added typography that made the verbal and visual language cohesive and impactful. This process was challenging because it required a lot of iteration and returning to the sketching phase. However I did learn a lot about art direction and the work that goes into creating a meaningful and coherent campaign.
