Developed the campaign idea, framing the new silhouette as a bridge between performance footwear and music culture.
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Saucony Omni Progrid 9
We worked with Saucony Italy for the launch of a new OMNI PROGRID 9, creating an integrated digital and in-store strategy.
The challenge was to introduce the product to a new generation of consumers by connecting it with music culture, through the voice and energy of DJ and producer Sgamo.
Chose DJ and producer Sgamo as the voice and face of the launch, aligning his energy and credibility with Saucony’s brand values.
Directed and produced the campaign’s hero video, from pre-production to shoot and final edit, creating content optimized for both social media and in-store use.
Delivered video edits and supporting assets for Saucony’s digital platforms, ensuring maximum reach and brand visibility.
The campaign gave Saucony Italy’s new silhouette a strong cultural identity, positioning it as more than a product but a lifestyle statement.
The hero video became the centerpiece of the digital launch, resonating with younger, music-driven audiences through Sgamo’s involvement. Campaign assets generated strong engagement across Saucony’s owned channels and retail network.