Prima—Vera Campana
From the blank page to the screens of metros and stations: the Prima—Vera Campana commercial for Campania's cultural heritage, written, produced and distributed by a single pipeline.
The project
A campaign that had to convey the scale and beauty of Campania's places, from above and up close — and bring them in front of people, every day.
For Scabec's Prima—Vera Campana campaign, Artide handled the commercial's entire pipeline: concept and writing, pre-production, and shooting across the sites of Campania's cultural and natural heritage.
Shot on RED cinema camera, with aerial drone footage for the monumental scale and close-ups for the detail, curating light, movement and composition site by site.
And after production, the campaign itself: press office and advertising distribution across Campania, on the metro circuit and in the major railway stations.
An institutional commercial has a few seconds to convey the scale of a millennia-old heritage: every shot had to stand on its own — the right light, the right movement, the right site.
And it had to work where it would live: on the screens of metros and stations, fast and noisy environments where the image must stop the eye without relying on sound.
What we did
Writing & pre-production
The campaign's story from the blank page: concept, writing, site selection, scouting and production plan — by the same team that would then shoot the commercial.
RED production
RED cinema camera shooting across Campania's heritage sites, with aerial drone footage for the monumental scale and cinematography curated site by site, between natural light and composition.
Press office & distribution
The campaign doesn't end at delivery: press office and advertising distribution across Campania, on the metro circuit and on the screens of the major railway stations.
