Three friends, the new Fullback FIAT, and the seven-time world champion Tony Cairoli. These were the stars of the web series we created to present FIAT Professional’s sponsorship of the 2017 MXGP championship.
The four videos, which came out after an initial trailer that presented the project, were uploaded onto FIAT Professional’s official Facebook and YouTube pages on a weekly basis. Each episode was viewed more than 150,000 times, and together they hit the one million mark for their total number of views.
ON AIRAugust 2017
A journey embarked upon by three friends on a Sunday becomes an opportunity to present FIAT’s new commercial vehicle through the use of engaging digital storytelling.
The main characters in the web series take us on a road trip filled with unexpected challenges, alternative routes, and fortuitous encounters. The mission that Andrea, Luca, and Claudio have to carry out seems simple; essentially, all they have to do is deliver a mysterious package to a very demanding client. Very soon, however, their journey transforms into an adventure that leads them towards a dream of a lifetime: meeting Tony Cairoli.
THE MAIN CHARACTERS
LUCA, THE SERIAL PLANNER
He is the meticulous one in the group who has organised a Sunday outing with his friends with obsessive precision. He has carefully calculated travel times, petrol station stops, and alternative routes, so that there is no risk of arriving late to Cairoli’s race. And to top it off, he has brought along with him a huge portion of lasagne for lunch.
ANDREA, THE WOOD ARTIST
The intellectual soul of the trio, he is a misunderstood artist and Sunday philosopher. During the journey, he jumps at the opportunity to pester his friends with infinite monologues on the complex existential relationship between the emptiness of life and motocross.
CLAUDIO, THE BEST AND BRIGHTEST OF THE GROUP
Lazy by nature, florist by trade, Claudio has always been a free spirit. Especially when he takes it upon himself to always turn up late. He is now so good at being his usual quarter of an hour late that he could have a degree in tardiness. Even though he has never been to university.