creative direction hybrid campaign
Permaflex: Cross-Continental Brand Campaign Featuring Milo Manara
Creative direction hybrid campaign, Milo Manara artistic collaboration, international production Italy-Argentina for heritage Italian mattress brand
overview
Deliverables
Creative direction for a hybrid live-action × animation campaignArtistic collaboration with Milo Manara, iconic Italian illustrator
Original soundtrack development and sound identity design
International production management (Italy + Argentina)
Campaign storytelling and narrative strategy
Visual system and branded motion assets for TV, digital and in-store use
This project exemplifies WOM Studio’s expertise in creative direction for heritage brand campaigns, delivering cross-continental production coordination, sound branding for commercial storytelling, and visual identity systems that elevate traditional products into cultural experiences.
Integrating diverse artistic elements can create a compelling narrative that resonates across demographics.
Strategic international partnerships are key to executing complex campaigns effectively.
Sound design is a powerful tool in enhancing brand storytelling and emotional connection.
A cohesive, multi-sensory campaign can redefine a brand's position in a saturated market.
THE CHALLENGE
Permaflex, a pioneer in the Italian mattress industry, sought to rejuvenate its brand image by blending tradition with innovation. The challenge was to create a campaign that resonated with both longstanding customers and a new generation of consumers. This involved coordinating a complex production across Italy and Argentina, integrating live-action sequences with the distinctive illustrations of Milo Manara, and crafting a narrative that encapsulated comfort, elegance, and modernity.STRATEGIC INSIGHT
In today’s market, heritage brands need the right partners to shape that evolution. WOM Creative Studio conceived and led the entire campaign for Permaflex, collaborating with Encuadre Buenos Aires for international production and with iconic Italian illustrator Milo Manara for the animated concept.THE IDEA: FROM HERITAGE TO HYPERVISUAL
The campaign was designed to be a visual lullaby, combining the sensual illustrations of Milo Manara with live-action footage to create a narrative that transcends traditional advertising. The original soundtrack further immersed viewers in the brand's ethos of comfort and elegance. The collaboration with Encuadre Buenos Aires facilitated the complex logistics of international production, ensuring that the campaign maintained a cohesive aesthetic and message across all platforms.TAKEAWAYS
Heritage brands thrive when they embrace innovation without losing their core identity.Integrating diverse artistic elements can create a compelling narrative that resonates across demographics.
Strategic international partnerships are key to executing complex campaigns effectively.
Sound design is a powerful tool in enhancing brand storytelling and emotional connection.
A cohesive, multi-sensory campaign can redefine a brand's position in a saturated market.