ALESSI, 2024
Augmented Reality Campaign, Brand Strategy, Creative Direction
Alessi aims to enhance brand awareness in Canada among Millennials and Gen X by highlighting its design heritage through a refreshed logo and compelling advertisements. The goal is to position Alessi as the top choice for consumers seeking sleek, minimalist designs that integrate functionality with artistic expression.
“When it comes to future design direction, anything is possible.”
This campaign encourages the public to engage with design history, creativity, and imagination—turning passive viewing into active discovery. ALESSI isn’t just a product line; it’s a dream factory where everyday objects become cultural icons.This concept project began as a creative brief in a business and marketing class, evolving into a visionary campaign celebrating ALESSI’s design legacy. Inspired by the brand’s experimental spirit, the VR billboard transforms public spaces into immersive storytelling portals.
Using cut-out paper-art aesthetics and augmented reality, each billboard allows viewers to scan and experience Alessi products emerging from vibrant, layered timelines—like walking through a paper museum where Italian design unfolds across eras.
From iconic silhouettes of Italy to the timeless designs of Alessi’s legendary creators, the billboard reimagines the public ad as a storytelling stage, where design becomes history—and history becomes alive.ALESSI — Museum of Dreams
This is not just a billboard. It’s a doorway.
Scan it, and you step into a living museum—an immersive paper-cut world that unfolds like a layered storybook. With each layer peeled back, a moment in design history comes to life.
Famous silhouettes of Italy emerge—Milan, Venice, the hills of Omegna—crafted in vibrant, joyful cutout forms. As time shifts, iconic Alessi objects appear, each born from the era unfolding around it. The Moka pot. The citrus squeezer. A kettle with a bird.
Viewers aren’t just looking at products—they’re discovering the soul of design, seeing how each object evolved from a dream, a sketch, a cultural spark.
Every layer holds a secret.
Every scene reveals a name—a designer, a decade, a possibility.
This is Alessi’s design philosophy made visible:
“When it comes to future design direction, anything is possible.” – Alberto Alessi
Wherever the billboard appears—Toronto, Milan, Tokyo—it adapts. The story reshapes itself around local architecture and light, proving that Alessi’s vision belongs everywhere.
A timeless brand, told through time.
This is the future of storytelling in design.
By merging physical design with AR storytelling, the project reinvents outdoor advertising as an emotionally engaging, educational experience. It communicates the timelessness of ALESSI’s design ethos while inviting a new generation to explore the artistry behind the brand.
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Build awareness of ALESSI’s cultural and historical design impact
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Position ALESSI as a timeless yet future-facing design brand
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Create a poetic, interactive brand presence in public space
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Engage Canadian and international audiences emotionally and visually
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Celebrate design as both legacy and living experience
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Developed a full campaign strategy from scratch—concept, slogan, visuals, and interactive layers
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Rebranded the visual identity of ALESSI with a future-forward tone
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Designed a creative billboard visual that merges physical joy and digital interaction seamlessly
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Demonstrated strategic thinking by incorporating place-specific adaptations (local city silhouettes)
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Delivered a campaign that feels both playful and poetic, in line with Alessi’s voice
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Translating a multi-decade brand legacy into a short, public-facing format
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Balancing nostalgic storytelling with modern tech like AR
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Designing an immersive experience that works in both 2D (billboard) and 3D (mobile interaction)
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