Esselunga | Content production

We curated the content production of Esselunga event: Milano Super Christmas 2019 in Duomo square.
From the tree lighting to the visual identity concept and animation to a daily video coverage of Esselunga guests.

Milano Super Christmas is an Esselunga project, produced by IGPDecaux and designed by Giò Forma under the patronage of Comune di Milano.

Milano Super Christmas 2019 draws its inspiration from a specific value system: inclusivity, because it’s a Christmas open to all the communities; sustainability, because the production has been environmentally friendly; iconic, because it has created a strong bond with the Milanese culture.

We curated:
• the visual effects of the 36 meter Christmas tree, which can be visited from the inside thus becoming a welcoming space and providing an immersive and inclusive experience
• the visual identity concept and graphic animation running in the 9×3 meter ledwall in Duomo square.
• the led screen program schedule
• the video coverage of the whole event

We created the identity of the project using a contemporary graphic treatment, working on a series of animations with a typographical touch.
We built the visual screen program schedule based on the clients communication needs of promoting their main pillars.

The program included: Milan highlights of Fabio Polosa’s video; photo opportunities animation graphic backdrops and Augmented Reality Super Mirrors to create engagement.

We also designed a series of Christmas greetings in the native language of 32 most numerous communities in Milan to stress a message of inclusivity.
Each wish has been designed by representative patterns of every single country animated in a kaleidoscopic mood.

We took care of the video coverage during the construction phase: 40 days of on-site filming accompanied by a timelapse coverage.

We also curated a daily coverage of Esselunga guests in the Super 18 moments.
We shot in 4k with 5 cameras, 1 Crane and 1 Ronin, delivering the final product the day after the official event.
Every day, under the light of the Christmas tree, delegates of associations supported by Esselunga have been interviewed by Petra Loreggian.

We dealt with the shooting and editing to deliver a product to use the next day on social channels and on the led wall in Duomo square.