I was lucky enough to work on the launch of the Alfa Romeo - Giulia. The performance sedan that would cement the Italian car maker's return to the U.S. market. The marque and this car embodies everything that Italy is known for in car design: aggression, beauty and passion.
The spot was designed to run with an Italian voiceover with no subtitles. Should anyone be intrigued enough, a YouTube search would lead to an annotated version of the spot and reveal why: because the Italian language is the only language that can truly express what it is to fall in love with la machinna.
And like the saddest of love stories, this one ends in heartache– the client never ran the commercial.
Cohorts: Marc Sobier, Greg Farley and Patrick Clair of ELASTIC.