arturo
morales
m
Overview
FIAT design means joy — and that energy was at the core of every campaign. I led the creative direction for the brand’s 120th Anniversary celebration, merging heritage with modern playfulness through multi-channel storytelling. From nostalgic visuals to interactive digital pieces, each concept honored FIAT’s Italian legacy while keeping its “People Friendly” personality front and center.
SOFTWARE
AdobeCC
Photoshop
Illustrator
Lightroom
CHANNELS
ATL
BTL
Digital
B2C
SKILLS
Art Direction
Graphic Design
Retouching
Creative
Photography
•→ 120 Years Anniversary Campaign
Celebrating heritage with modern charm
This campaign marked 120 years of FIAT’s history by bridging generations through design. The visuals blended archival imagery with contemporary photography, illustrating how FIAT continues to connect people across eras. The creative concept, “Driving Stories,” paid tribute to the cars and the people who grew up with them.
MORE
120th anniversary key visual with "Driving Stories" typography, merging vintage and modern Fiat photography.
120th anniversary key visual with "Driving Stories" typography, merging vintage and modern Fiat photography.
•→ Digital Retouching
Crafted realism, timeless appeal
Before AI automation, all imagery was manually retouched to achieve cinematic quality. Each car was enhanced with realistic reflections, natural lighting, and rich color tones — creating visuals that were both vibrant and authentic.
MORE
Animated GIF showing the retouching process of merging vintage and modern Fiat scenes for the 120th anniversary.
Animated GIF showing the retouching process of merging vintage and modern Fiat scenes for the 120th anniversary.
•→ Postcards
Illustrated nostalgia
A series of collectible postcards were designed for the anniversary campaign, inspired by mid-century Italian posters. The color palette and geometry evoked vintage travel ads, celebrating FIAT’s cultural influence and joyful design language.
MORE
Art deco cityscapes referencing Italian design and craftsmanship.
Art deco cityscapes referencing Italian design and craftsmanship.
MORE
Instagram stories showing 1950s–2010s reactions tied to different FIAT models.
Instagram stories showing 1950s–2010s reactions tied to different FIAT models.
MORE
WhatsApp sticker pack combining heritage logos and campaign visuals.
WhatsApp sticker pack combining heritage logos and campaign visuals.
•→ Swag
From print to product design
To bring the anniversary to life offline, a limited-edition collector’s kit was created. The set included apparel, stationery, and keepsakes that mixed retro design with tactile finishes — turning FIAT’s history into tangible brand storytelling.
MORE
Collector’s box with anniversary logo and wooden packaging.
Collector’s box with anniversary logo and wooden packaging.
MORE
Branded hat featuring a vintage FIAT emblem and screen-printed t-shirt design.
Branded hat featuring a vintage FIAT emblem and screen-printed t-shirt design.
MORE
Commemorative postcards and stamp-style collectibles.
Commemorative postcards and stamp-style collectibles.
•→ Newspaper Ads
Everyday inspiration, Italian warmth
Print ads for FIAT’s “People Friendly” campaigns focused on accessibility and lifestyle appeal. The creative direction turned product promotions into lighthearted, optimistic visuals that captured the joy of driving a FIAT.
MORE
Fiatstrena newspaper ad combining photography and summer-themed illustration.
Fiatstrena newspaper ad combining photography and summer-themed illustration.