Let’s not beat around the bush: storytelling takes time and love for the subject. It requires patience, the ability to stop, restart, take three steps back, and then five forward. The world of sailing, in particular, is far from being filled with romantic seafarers gazing at the ocean with dreamy eyes. It’s made up of passionate and pragmatic individuals, constantly pushing the boundaries – both technical and psychological. People who look far ahead but are entirely focused on the present moment. You can sense it when you watch them in action during an America’s Cup round or in the rare footage from offshore races. But to fully grasp it, you have to talk to them: poetry follows action, not the other way around. Working with SLAM to tell the story of Emirates Team New Zealand was the perfect example of pure, unfiltered storytelling. The kind of project where, if you don’t take the time to observe, listen, and truly understand who you’re dealing with, you won’t get anywhere. A project where satisfaction isn’t measured in smiles or handshakes but in concrete actions. It was one of those challenges where we often thought we wouldn’t make it… and yet, there it is: used by SLAM and ETNZ as part of their America’s Cup communication. It took us some time to realize it, but now we can say it with confidence: we were part of it too. Thanks to Maurizio Priano, SLAM and Emirates Team New Zealand for the opportunity.
Slam approached us with the task of supporting their campaign for Emirates Team New Zealand, an iconic team participating in the America’s Cup. The challenge was to authentically narrate the story of a team deeply rooted in the world of sailing, capturing their unique spirit while ensuring the content resonated with global audiences during a time of heightened media attention. We immersed ourselves in the essence of Emirates Team New Zealand, drawing inspiration from their innovation, resilience, and profound connection to the sea. Our approach focused on crafting impactful and meaningful content that authentically represented the team, while aligning with SLAM’s vision and the America’s Cup’s global prestige. The stories we created became part of Emirates Team New Zealand’s official communications during the America’s Cup, at a time when they were in the global media spotlight. Maurizio Priano https://lnkd.in/d3iK3_SW If you want to discover more about the project, follow the link: https://lnkd.in/dmYU2Dh2
Global Brand Manager SLAM
2moThanks Damiano as always your support has been crucial to create and engaging and authentic communication around such a big project for us, without falling on common narrative around this unique sailing event