Concepting, Creative Direction, and Production for Gruppo Romani's Cersaie campaign starting from a bold claim: “Where design meets seduction.” Associating the word sexy with the world of ceramics is an unprecedented provocation, designed to capture attention and redefine the communication boundaries of the industry. The campaign embodies this concept, featuring a model holding a square forex sign - symbolizing a tile - stating “Tiles Are Sexy.” Her journey, divided into six symbolic stops, begins at the production heart of Gruppo Romani and crosses some of the most iconic locations of the Sassuolo ceramic district: from the company’s production plant to the majestic Palazzo Ducale in Sassuolo, from the scenic courtyards of Confindustria Ceramica to the Gruppo Romani showroom in Casalgrande. The journey culminates at Cersaie, where the message of seduction and design comes to life. A visual narrative that defines Gruppo Romani’s approach to innovation and allure, challenging conventions and setting new standards in ceramic communication.
