Ariete Capri
Ariete Capri Commercial
With this commercial for the Capri range, Ariete set out to portray not just a product collection, but an entire aesthetic and cultural universe: a world of style, design and Mediterranean character, where Italian tradition meets contemporary elegance. The aim was to evoke a precise imaginary world of light, colour, rhythm and sensation, giving the Capri line a strong, evocative and instantly recognisable identity.
The visual concept transforms each product into a symbol of Mediterranean lifestyle: an object that goes beyond function to become part of a setting, a taste and an emotion. The direction alternates delicate, harmonious compositions with more dynamic moments in which everyday gestures become small choreographies of elegance. Light surfaces, natural materials, warm light and a palette inspired by the sea and handcrafted ceramics create an atmosphere of refined simplicity, where every frame feels like a tribute to the Italian way of life.
At the emotional heart of the commercial is a new version of “Reginella”, an iconic song from the Neapolitan tradition, specially reinterpreted and rearranged for the project. Sweet, elegant, nostalgic yet modern, the music accompanies the images with a rhythm that alternates lightness and intensity, highlighting the emotional nuances of every scene. The bespoke recording combines acoustic instruments with contemporary sounds, blending past and present in a sonic balance that perfectly reflects the Capri line’s identity.
Precisely calibrated editing follows the musicality of the images, creating a constant dialogue between visual suggestion and sonic rhythm. Every movement, beam of light, camera cut and chromatic detail is designed to heighten the sense of harmony and present the product as part of a broader experience of Mediterranean beauty, shaped by simplicity, warmth and authenticity.
The result is an elegant, sensory commercial in which design and musical suggestion merge into a narrative that speaks to the heart before the mind. Every detail has been carefully crafted, with delicate images and intense sound combining to create a refined and distinctive language that makes the Capri line not merely recognisable, but iconic.
With this campaign, Ariete pays tribute to Italy and its way of life, celebrating the beauty of the everyday and transforming it into visual and sonic emotion: a short atmospheric film that, like a great song, remains in the viewer’s memory.
Our Role:
- Concept
- Screenplay
- Location
- Casting
- Shooting
- Editing
- Music
- VFX
- Color Correction