2015 — Concept — Art Direction — Integrated Campaign



Juke Crossover Sounds is an integrated campaign for Nissan, produced with WIRED, Vanity Fair and GQ. Starring: the Nissan Juke, the popular Italian DJ Albertino and 8 young talented DJs — We have embarked on a journey to relaunch Nissan Juke and create a strong bond with music and a young target. 

Searching for new sounds —

This cross-media platform follows 8 DJs visit eight Italian cities, sampling specific sounds in each. I handle the concepting and the Art Direction of a webseries of 16 episodes, a series of 50+ pages of insights and lateral contents, a TV and radio commercial, a digital platform with extra video materials and a sequencer for creating custom tracks with samples recorded by the DJs.

Urban Crossover —

We started from a known element, the crossover of different kinds, which led to innovative and unexpected results. One of the outcome was a compilation of electronic music influenced by the music trends and the unique sounds of every city. From EDM to techno trough hip hop, the composition of the album is the main topic of the 16 episode webserie.

Cities and DJs —

Milano – Simon De Jano — Torino – Lollino — Bologna – Rudeejay
Firenze – Konplott — Roma – Georgia Lee —  Napoli – DJ Tayone
Lecce – Populous — Jesolo – Michael Salamon

The episodes are full of content related to electronic music and club culture. In each episode Albertino tells the musical origins of the city and the birth of the local clubs over the years.

The digital platform was a success, 29 million impression delivered and 7 million video views — a record for the publisher Condé Nast Italia.

It was a great satisfaction to give some help for promotion of these young DJs, all talented and willing to participate in every idea we propose. The time spent with them, with Albertino and with all the guys of the production company has personally enriched me. I’m sure the mood of enthusiasm and collaboration has contributed to the achievement of the final results.

the music tracks   ↓

Credits —

Creative Director: Cristina Baccelli — Senior Creative: Marino Capitanio
Head of Studio 27: Gabriele Carusi — Project Leader: Federica Pasqual — Executive Producer: Luciano Mariano — Producers: Daiana Bucciano — Directed by: Bruno Palma — Post Production: Sator & Patners, — Julie Scheen Costa — Written by: Alessandro Lippi

Created by: Condé Nast Studio 27 — Special Guest: DJ Albertino


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