I’m particularly attached to this project because it’s a comprehensive format that combines creativity, strategy, and the production of both illustrated and animated content. It’s a social media awareness campaign for Fondazione Milan, aimed at showcasing the projects that bring smiles to thousands of children worldwide.
The target audience was AC Milan fans, individuals who identify with the club’s colors and are accustomed to clear yet descriptive communication. My approach was to move away from a traditional “charity” narrative, shifting the focus instead to irony. Rather than emphasizing the problems, the spotlight was on the positive outcomes of the projects. Using various content types, including posts, reels, and carousels, I tailored messages to highlight everything from the foundation’s tax code for easy recognition to the values that drive these incredible results. I also created a hashtag for the campaign launch, which was presented by children at San Siro.
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5x1000 CampaignCLIENT
Fondazione Milan
The Winning Team
Originally created for an Instagram carousel, the team seen from the back, with jersey numbers forming the donation code, has become the emblem of the campaign. The concept was inspired by the fans themselves. I envisioned them stepping onto the field as a dream team, not competing in Serie A, but united by charity and humanity, bringing hope to so many people.
#YourOwnPath
The hashtag gained significant traction on social media and beyond.
From informational postcards handed out outside the stadium to branded jerseys, it became the true name of the initiative.
Rise Up
Picture an ordinary Sunday: the usual dull match on the radio, a ball lazily falling in a rundown suburban area. It’s a kind of calm before the storm, a prelude to the GOAL! And by the time it happens, the transformation is already underway.
