Avventura Down the Boot — Shawn Huddleston

Rosetta Stone | Avventura Down the Boot | Documentary Series

Andiamo.

Marketing came to us with a need for leads. We delivered a ten-video documentary series as part of a social media engagement campaign, complete with a sweepstakes and our blood, sweat, and tears.

Role: Creative Direction, Art Direction, Lead Designer

The idea.

We sent Peter Bragiel, an Italian language learner, to Italy to travel the entire length of the boot on a Vespa (from Lake Como down to Sicily), stopping along the way to talk to the locals and get an Italian experience most people don't. No set plans, no reservations, and no safety net.

The approach.

We had the idea to document this all in real-time, updating a microsite as we moved from city-to-city daily. We even included a Bivio (crossroads) poll designed to inform where we’d go next. It was the experience of a lifetime but a straight-up grind and we worked almost around the clock to make it happen. Knowing this going in, I wanted to create a visual system that was semi-modular and interchangeable, so that I could mix and match styles easily to keep things fresh as we poured out new content every 24 hours.

Campaign site