Fineco

Role: Creative Director, Project Manager

Output: Concept, Visuals, Storytelling, Timetable

Period: Q4 2023 - Q1 2024

This project is my content marketing campaign designed for the largest client: a social communication initiative for Fineco, carried out together with the Karma agency and the Starting Finance editorial team, with the aim of positioning the brand in relation to Gen Z through 21 motion graphics videos.

PROJECT SETTING | 09.23

In four consultation calls with the Fineco Marketing Team, we refined the project's target and delved into the reasons why the brand needed to position itself in a certain way regarding the new target audience.

Subsequently, I proposed the positioning I aimed to achieve, precisely describing the profile through messaging, tone of voice, visual aesthetics, and content storytelling. Specifically, to maintain high interest, I divided the narrative between "financial bubbles" and "curiosities about the financial world."

KICK-OFF | 10.23

After the project assessment, I met the editorial team and contacted a Motion Designer I knew. We aligned with Simone Cornaro, Laura Dominoni, and Silvia Fontana, during which I presented the project to define content and an asynchronous work plan that would allow us to proceed as independently as possible.

After discussing the Motion Designer's working methods, I completed the study of materials related to Fineco's Brand Identity (fonts, palette, and doodles) by producing modular graphic models that could be used to create an attractive and usable aesthetic language, but which at the same time could have high velocity during delivery given the tight deadlines. After a few alignments with the Fineco Marketing team, it was approved.

DELIVERY | 10.23 - 03.24

The delivery phase was led by a precise timetable I drafted to ensure that every team member knew what to deliver and when to facilitate the work of others. For six months, there were continuous deliveries, processing, and feedback with Fineco, concluding each week with a new reel ready for publication.

The Starting Finance team produced excellent scripts, well-calibrated for the animation duration after initial tests, and the Motion Designer followed my visual indications and specific animations to emphasize certain concepts.

On occasions such as Christmas holidays, Women's Day, and Labor Day, we proposed and developed specific content and graphic elaborations during the process, receiving good public success.