Art Direction · Communication Campaign

Black background with a white eagle emblem and the words 'MOTO GUZZI' in bold white letters.

YOUR TIME.

YOUR CHOICE.

YOUR TIME. YOUR CHOICE.

Bring Moto Guzzi’s ‘Rebirth’ to life with a full flow organism communication that speaks directly to Gen Z.

Two young people, a woman and a man, wearing Moto Guzzi shirts, standing next to a motorcycle inside a large industrial-style building with metal beams and windows in the background.

Rooted in Mandello del Lario, Moto Guzzi represents over a century of Italian craftsmanship, heritage, and authentic riding culture. The brand embodies a slower, more intentional way of living where community, movement, and physical experience remain at the center.

MADE OF ITALY

Raised in a hyperconnected world, Gen Z navigates a reality shaped by constant stimulation, screen time, and digital overload.  As life becomes increasingly fast-paced and virtual, Gen Z is seeking more intentional and authentic experiences.

A DIGITAL GENERATION

THE OPPORTUNITY

As digital life becomes increasingly overwhelming, 73% of Gen Z reports feeling digitally exhausted, driving a growing desire for more intentional and authentic experiences.  

A woman riding a motorcycle along a scenic road with mountains and a lake in the background. She is wearing a black helmet and dark clothing, and her hair is flowing in the wind.

Authenticity becomes the ultimate luxury.

Moto Guzzi speaks to a generation searching for truth in a world of trends reminding us that as everything speeds up, being fully present becomes harder to hold.

Choosing to live in the moment, to be fully present, and to leave your trace is no longer ordinary. It is the new form of luxury.

THE SOLUTION

YOUR TIME. YOUR CHOICE.

A campaign that transforms screen time into a reflection of the experiences that same time could unlock, highlighting that real-life experience is a luxury.

City street scene with buildings, taxis, and a bus. A digital billboard displays two motorcyclists riding on a road, with text indicating screen time and a motivational message.

By replacing phone time with visions of real journeys, the brand repositions attention as a conscious  choice and time as a modern form of value.

Billboard showing a person riding a motorcycle beside a lake, wearing a helmet, with mountains in the background. The billboard includes a message about screen time and travel distance, with the words "YOUR TIME. YOUR CHOICE." and the Moto Guzzi logo.
A person wearing a black helmet and t-shirt riding a red and black Moto Guzzi motorcycle on the road. Overlaid text says 'Screen Time' with a timer icon, and the message 'Today you spent 4 hours on your phone.' at the bottom.
A person wearing a black motorcycle helmet, sunglasses, and a black leather jacket is riding a motorcycle across a pedestrian crosswalk. The image features text that says, 'Screen Time,' and a message about limiting phone use, along with the Moto Guzzi logo.

Designed for both physical and digital spaces, this communication campaign extends to Moto Guzzi’s Instagram, where everyday scrolling becomes a reminder of the journeys, experiences, and moments waiting beyond the screen.

ROAD TIME APP

Smartphone screen displaying an app called MOTo GUZZI with a black background, showing a person wearing a black helmet with red lighting on their face, and buttons labeled 'Login' and 'Sign Up'. The app tagline is 'A century in motion. Now in your hands.'

More than a digital platform, it serves as a gateway to the unfiltered world of Moto Guzzi, connecting users through movement, community, and experience.

Smartphone screen displaying a navigation app with a photo of a small blue car parked on a narrow cobblestone street.
Mobile app screen showing a road map from Monza with options for different travel modes and estimated times, including motorcycle, car, walk, and run.
Smartphone screen displaying a motorcycle riding app with a scenic background, map route, and trip details.

Users choose their destination and how they want to move. whether by motorcycle, bike, car, running, or on foot.

Screenshot of a mobile app showing a user's profile and recent travel activities, with profile picture, name, location, total distance traveled, total trips, and photos of various outdoor locations and activities.

Connect with fellow riders through shared experiences, while exploring stories from the people behind Moto Guzzi.

Smartphone screen displaying a social media app called 'MANDLLO STORIES' with photos of people and motorcycles, and navigation icons at the bottom.
Smartphone screen showing a social media app with posts and photos, including a person on a motorcycle by a lake, a couple smiling outdoors, and a scenic view.

A personalized archive of the places you have explored, the journeys you've taken, and the memories you've created.

OTHER WORKS

MONCLER
Close-up of a person wearing a necklace, a bracelet, and a heart-shaped pendant, with a tuxedo and bow tie, in black and white.

SUBITE

ÉTER