Tuscanyness: a film on Tuscan architecture

Context

120g is a cultural association promoting interdisciplinary activities between architecture, visual arts and engineering. After two years of filming Tuscan landscapes and interviewing the region’s most important architecture firms, Tuscanyness became 120g’s first film — a project requiring not just editorial and directorial work, but a full identity and distribution strategy to reach an audience beyond the architecture niche.

Reaching the audicence

A regional documentary about architecture firms risks staying confined to a small professional or academic audience. Our goal was to build a brand and promotion system strong enough to carry the film into public screenings, festivals, and international venues, not just niche architecture circles.

Solution

I developed the complete branding for Tuscanyness, for both online and offline promotion: mini-website, posters, flyers, ads and banners, and the full social media imagery and strategy. As founder and creative director of 120g, I also took part in the shooting, traveling across Tuscany with the team to film (and discover) some of the region’s most striking landscapes and buildings.

For the posters, I illustrated the artwork myself for one of the eight we released, while we were able to feature Marta Signori’s illustration of the Tuscan hills (originally published in “IL – Idee e Lifestyle” by Sole 24 ORE,N° 82, July 2016).

I designed and built the minisite for the film, curated all social assets and content, and cut a few short trailers for the advertising campaigns.

Results

Tuscanyness screened in 10 cities across 7 countries and 12 events: Pisa, Lund, Lisbon, Florence, London, Instambul, Belgrade, Arezzo, Seattle, Oporto — before being released for free online, extending its reach well beyond the original festival run. The project has been featured in magzines such as Casabella, Area, Architettura Italiana, Archdaily and more, while te film reached more than 28K visualizations on YouTube.