This project was carried out in the role of copywriter for an international campaign through an advertising agency.
Casting
& Directing
The script was long, so the acting had to be top-notch. I personally handled the casting, hunting down the perfect lead and supporting characters.
On shoot days, I was there, making sure every line hit just right.
The Claim
It's not magic, it's training
What looks like magic is actually skill, experience,
and dedication. Making great coffee isn’t an illusion: it’s a craft. And that’s what the Training Center is all about.
From the first concept to the final cut, this is how we transformed a complex brief into a dynamic, engaging story.
The Magic Trick
The solution: let our hero be the magician: bringing to life everything the client wanted to showcase through clever visual effects.
But leaving just that, I imagined what the client would say next:
"Okay, but coffee isn’t made by magic."
Exactly! And that’s where the real message came in.
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How to Fit Everything Into One Video
(Without Losing Engagement)
When creating the Training Center video for Lavazza,
it was requested to cover every aspect
of their service:
✔ Every country the Training Center operates in
✔ Every room in the facility
✔ Every partnership, coffee cocktail, book, and innovation
✔ And, of course, a message that speaks to everyone: baristas, chefs, journalists, you.
How do you include all that without overwhelming the viewer?
Where do you think you're going?
Go back.
There will be a storm
Copywriting, Storytelling and Troublemaking
Via Padova 7, Torino