Challengers, For Now
Luna Rossa Team
Agency: M&C Saatchi
2020
The Brief
Luna Rossa is one of the strongest and most famous sailing teams in the world. Based in Sardinia, its athletes train daily to become the best sailors in the world.
How to engage a wider audience to discover this beautiful sport and the adventures of Luna Rossa?
Idea
Let’s create a docu-series following the Luna Rossa team while they prepare for the 2021 America’s Cup, the most ancient and prestigious sailing tournament in the world.
Their journey to challenge Emirates Team New Zealand and bring the cup to Italy becomes the opportunity to make people fall in love with this sport.
Content Strategy
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Content Strategy
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Content Strategy 〰️ Content Strategy 〰️
Execution
While the creative team produced the documentary, I was responsible of its editing into a social series. I structured it into a collection of videos that introduce the team, explain how they train and work together, showcase different moments of the training and tell the biggest challenges they might face while at sea.
Each episode is around 5 minutes long and sits at the core of a full content strategy that includes the teams’ social channels (Facebook, Instagram), the digital and social channels of its main sponsors (Prada Group and Pirelli) and sport media channels.
Episodes were published weekly and anticipated by a short trailer, while a set of photos and quotes from the athletes completed the storytelling with extra content.
