WEEKEND Max Mara

Elevating WEEKEND Max Mara as the epitome of experiential leisure — through a bespoke storytelling framework rooted in the brand’s DNA and activated across a cohesive global communication ecosystem.
BRAND STRATEGY
Defining the new creative brand statement WEEKEND MINDSET — celebrating authentic moments anytime, anywhere, with a spirit of effortless living and spontaneity.

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY – BRANDING

BRAND STATEMENT

BRAND STRATEGY CREATIVE DIRECTION
Implementing the WEEKEND MINDSET across a curated, cohesive brand system — from image generation to real experiences and activations — ensuring a unified narrative and a seamless brand expression across every touchpoint.
CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODEL: Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODEL: carolyn murphy

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODEL: carolyn murphy

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODEL: carolyn murphy

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING CAMPAIGN

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig STYLIST: Robert Rabensteiner MODELS: carolyn murphy, Dylan Bleue

CREATIVE DIRECTION – FW25 SIGNATURE COLLECTION ADVERTISING MOVING IMAGE

PHOTOGRAPHER: Tom Craig GIULIVA HERITAGE FOUNDERS: Margherita Cardelli, Gerardo Cavaliere

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - THE ROMAN TALES
CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - THE ROMAN TALES

CREATIVE DIRECTION - THE ROMAN TALES

BRAND STRATEGY CREATIVE DIRECTION
Shaping each chapter of the Pasticcino World Tour through a Creative Paradigm that defines the story, guides engagement, and transforms every touchpoint into a dynamic expression of the project.
CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

PHOTOGRAPHER: FRANCESCO NAZARDO

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

PHOTOGRAPHER: FRANCESCO NAZARDO

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE HERO IMAGES

PHOTOGRAPHER: FRANCESCO NAZARDO

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION - THE GRANADA TALES

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE MAKING OF

DIRECTOR: Loïc PRIGENT

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE MAKING OF

CREATIVE DIRECTION – PASTICCINO WORLD TOUR: SPANISH HERITAGE MAKING OF

DIRECTOR: Loïc PRIGENT

CREATIVE DIRECTION
Developing main advertising campaigns within the brand’s strategic codes and tone of image — translating the WEEKEND MINDSET into iconic visuals and narratives that embody contemporary authenticity.
CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN

PHOTOGRAPHER: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN TEASER

DIRECTOR: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – FW25 ADVERTISING CAMPAIGN MOVING IMAGE

DIRECTOR: QUENTIN DE BRIEY STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN TEASER

DIRECTOR: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION – SS25 ADVERTISING CAMPAIGN MOVING IMAGE

DIRECTOR: SEAN THOMAS STYLIST: KATE PHELAN

CREATIVE DIRECTION
Introducing OFF-THE-BEATEN Weekend — a travel-driven content format that expands the brand’s experiential world by curating authentic cultural journeys that enrich storytelling and connect audiences through discovery and inspiration.
CREATIVE DIRECTION – OFF-THE-BEATEN WEEKEND PORTOFINO

CREATIVE DIRECTION – OFF-THE-BEATEN WEEKEND PORTOFINO

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND ROMA

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND ROMA

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND PORTOFINO

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND PORTOFINO

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND ROMA

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND ROMA

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND STOCKHOLM

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

CREATIVE DIRECTION - OFF-THE-BEATEN WEEKEND LISBOA

DIRECTOR: NICOLò LEONE

CREATIVE DIRECTION
Highlighting timeless icons through Weekend Essentials — a strategic format that turns core pieces into lifestyle pillars, blending functionality, elegance, and the effortless spirit of leisure

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

DIRECTOR: NICOLò TERRANEO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS
CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO DIRECTOR: NICOLò TERRANEO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS
CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO DIRECTOR: NICOLò TERRANEO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS
CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO DIRECTOR: NICOLò TERRANEO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS
CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO STYLIST: SABINO PANTONE

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

CREATIVE DIRECTION – FW25 WEEKEND ESSENTIALS

PHOTOGRAPHER: FRANCESCO NAZARDO DIRECTOR: NICOLò TERRANEO STYLIST: SABINO PANTONE

CREATIVE DIRECTION
Launching Everything Is a Pasticcino — an editorial format created to represent the brand’s iconic cult bag through a playful and contemporary lens.

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: GIULIA MUNARI

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: GIULIA MUNARI

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – FW25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: GIULIA MUNARI

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: beatrice isabella bonetto & JESSICA ZORZIN

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: beatrice isabella bonetto & JESSICA ZORZIN

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO
CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

CREATIVE DIRECTION – SS25 EVERYTHING IS A PASTICCINO

PHOTOGRAPHER: FRANCESCO NAZARDO SET DESIGN: beatrice isabella bonetto & JESSICA ZORZIN

SERVICES

BRAND strategy

Branding

Activation

creative direction

Advertising Campaign

Advertising Moving Images

Editorial Direction

Event Direction

Content Creation