Overview

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.

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.

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.

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.

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.