In my career first as Copywriter and later as Creative Director, I had to write and develop a large number of branded entertainment short-formats. “Hyundai XPossible XPerience” for Discovery Communications Southern Europe and "Campari" for Fox International Channels are among the best which I had the chance to create.
“Hyundai XPossible XPerience” is Dmax Channel’s first ever Branded Content, conceived and written by me, developed and produced by Jumpcut Media. As Southern European Creative Supervisor for factual channels, I was in charge of all branded entertainment activities of the ad sales business unit at Discovery Communications. “Hyundai XPossible XPerience” is a low budget short-format consisting of four episodes, it develops and interacts with the public via a custom-built web site. On the interactive website, viewers have access to behind the scenes and unedited footage and can cast their vote to decide which final adventure the two protagonists will embark on.
Campari and Fox partnered together to produce one of the very first co-branded commercials that Italy had ever seen. The commercial aired during a TV marathon that gathered together the best magic-themed TV series, giving the viewer advice on how to make the perfect drink recipe, adding the magic of Campari.