MARTINI Dare to Be
A Celebration of the ‘Modern Aperitivo Moment.’
Role: Art Direction, Social Visual Identity Design
Concept designed for BBDO NY client Martini
The Problem
Martini set out to re-establish their social presence, positioning their drink as a lifestyle rooted in joy, sociability, and simple pleasures.
The Insight
People naturally crave connection and aspiration. By evoking attainable luxury and belonging, brands can make everyday life feel elevated.
The Solution
Lookbook-inspired social templates position Martini as an effortlessly cool, Italian brand, capturing an aspirational yet attainable lifestyle.
The Extra Challenge
Martini wanted to leverage their Italian it girl, Giulia, on social media.
The Solution
“So Giulia” captures Martini’s vibe, from Giulia’s cocktail tutorials behind the bar to glimpses of her everyday life in Italy. The name riffs on the 2024 “Brat Summer” moment and Charli XCX’s lyric “So Julia.”
