Client:
9diDANTE Vermouth di Torino
Project:
Campaign Concept, Visual System, Digital & Social Assets
Team:
LP/AD
My role:
Art Director & Senior Designer
Tools:
Photoshop, Illustrator, InDesign, Mid Journey
Overview
For Valentine’s Day, 9diDANTE set out to move beyond traditional romantic clichés and explore love as something layered, complex, and emotional. Rooted in the brand’s literary inspiration drawn from Dante Alighieri, the campaign reimagined Valentine’s Day as a spectrum of feeling rather than a single sentiment.
The Challenge
In a category saturated with predictable Valentine’s messaging, the challenge was to create a campaign that felt culturally relevant and emotionally intelligent while maintaining strong product presence. The work needed to balance storytelling with clarity and remain flexible enough to scale across digital and social formats.
As Art Director, I led the creative direction and execution of the campaign from concept through final delivery, collaborating closely with a copywriter to shape the narrative and messaging. I translated the conceptual framework into a cohesive visual system, defining imagery, composition, and layout rules that ensured consistency and scalability across placements.
Creative Direction
Inspired by The Divine Comedy, the campaign framed love as a journey through contrasting emotional states. Three expressions—Sweet, Complex, and Bitter—became the foundation of the visual system, each aligned with a distinct product and tone. The creative language leaned into contrast, mood, and symbolism, allowing the visuals to feel expressive without becoming abstract.
Outcome
The result was a distinctive Valentine’s Day campaign that felt bold, contemporary, and true to 9diDANTE’s brand DNA. The modular system allowed the work to adapt seamlessly across social and digital channels while clearly differentiating products and reinforcing the brand’s storytelling-led approach.
A Valentine’s campaign that embraced love in all its contradictions.
