Serpenti Infinito

A full-year 360° project built around the Year of the Snake, conceived to deepen the connection between the Serpenti icon and the world of art, delivering a consistent, globally dominant narrative from East to West across every touchpoint.

The creative strategy centered on a single, evolving theme: an infinite transformation, tracing Serpenti's perpetual dialogue with time, nature, and craftsmanship. Drawing from the symbol's identity as an emblem of perpetual renewal, the project unfolded as a modular, multi-phased plan designed for both global coherence and local relevance spanning an ATL campaign, a traveling exhibition across China, Korea, and India, full retail domination, a docufilm, and the Bvlgari Forum.

My Role

Developed the creative strategy and overarching project concept that guided cross-functional teams throughout the year, providing the creative framework for all 360° implementations. Led the Serpenti Infinito campaign end-to-end — from brief definition through content production supervision to final delivery and deployment oversight. Directed the adaptation of campaign content across innovative formats, including bespoke 3D OOH executions worldwide. Served as the Image referent for all transversal activations, overseeing BTL content in support of the international exhibitions — including editorial scrapbook production — and the development of an immersive brand experience using Apple Vision Pro.