FMC.
CREATIVE DIRECTION / ART DIRECTION
FRANCESCA CAMPANELLA FLORENCE / NEW YORK / MEXICO CITY

FROM THE
FIRST FRAME
TO THE
FINAL CUT.

Concept. Art direction. Treatment.
Production and post.

↓
White animated rabbit among red mushrooms in the SmartGames Jump In woodland world Elmo performing with two children in the Headstart commercial
VISUAL STORYTELLING
07SELECTED PROJECTS
SELECTED WORK / MOVING IMAGE / CULTURE

/ SELECTED PROJECTS

THE
WORK.

Commercials, character-driven work and visual treatments. Different formats, all approached through concept, image and the craft of making.Open each project’s creative process to see the original boards and storyboard work.

INTERNATIONAL PERSPECTIVEPLACES LIVED & WORKED
FLORENCE ITNEW YORK USMEXICO CITY MX
01 / 07MOVING IMAGE · CHARACTER · MUSIC

ELMO GOT
THE MOVES.

HEADSTART30 SEC / COMMERCIALConcept & visual direction
Client pitch / shoot & edit supervision
▶ PLAY THE FILM 00:30

Character, dance and a playful edit.

SET / CHARACTER / RHYTHM
02 / 07MOVING IMAGE · NARRATIVE

WINNIE
THE POOH.

POSH PAWS / DISNEY30 SEC / COMMERCIALConcept & visual direction
Client pitch / shoot & edit supervision
▶ PLAY THE FILM 00:30

Atmosphere, storytelling and a lighter touch.

STORY / ATMOSPHERE / EDIT
03 / 07COMMERCIALS · CGI · WORLD-BUILDING

SMART
GAMES.

SMARTGAMES3 COMMERCIALS / 3 VISUAL WORLDSCreative concept & visual direction
Treatment development / shoot & post-production supervision
THREE WORLDS / ONE CREATIVE APPROACH

FOREST PLAY.OUTER SPACE.STORYBOOK WORLDS.

Three distinct films, each with its own visual language: a bright woodland, a sci-fi escape and a storybook adventure.
FILM 01 / 03 30 SEC

JUMP
IN.

A vivid woodland adventure: oversized red mushrooms, animated forest creatures and a playful shift from a CGI world to the real-life puzzle.

▶ PLAY THE FILM 00:30
FOREST WORLD / CGI / LIVE ACTIONCOMPLETE FILM
FILM 02 / 03 20 SEC

ASTEROID
ESCAPE.

Play moves into a sci-fi universe: spaceship interiors, asteroid fields and CGI, brought together with live action.

▶ PLAY THE FILM 00:20
LIVE ACTION / CGI / SCI-FICOMPLETE FILM
FILM 03 / 03 30 SEC

SLEEPING
BEAUTY.

A storybook world meets the tabletop game. The film shifts between an animated adventure and a child solving the puzzle.

▶ PLAY THE FILM 00:30
LIVE ACTION / ANIMATION / NARRATIVECOMPLETE FILM

Three commercials, three different visual worlds built around play.

CREATIVE DIRECTION / MOVING IMAGE
04 / 07CHARACTER · CGI · LIVE ACTION

MAGIC
JINN.

ZANZOON / SUPER MAGIC JINN30 SEC / COMMERCIALCreative concept & visual direction
Treatment / shoot & post-production supervision
THE VISUAL WORLD
A SMALL CHARACTER.
A WHOLE NEW WORLD.

A night-time forest shaped by atmospheric light and scale. Live action and character animation meet in a world that feels both mysterious and playful.

▶ PLAY THE FILM 00:30

Lighting, character and performance within one magical setting.

VISUAL DIRECTION / WORLD-BUILDING
05 / 07VISUAL CONCEPT · TREATMENT

GET
MESSY.

NICKELODEON / SLIMECAMPAIGN CONCEPTConcept & visual treatment
Visual research / live action + animation idea

COLOR / TEXTURE / MOVEMENT

Nickelodeon slime toy packaging, from original concept deck
Expressive child image from the original Nickelodeon treatment

Colour, texture and a live-action / animation world.

VISUAL WORLD / TREATMENT
THE MAKING OF THE VISUAL TREATMENTVIEW CREATIVE PROCESS 02 SHEETS + DETAILS
ORIGINAL CREATIVE DEVELOPMENT / NICK SLIME

FROM TEXTURE
TO MOVEMENT.

The original material includes the insight, production approach, set design, live-action and animation treatment, sound direction and visual sequence references.

01 / TREATMENT BREAKDOWNSELECT A PANEL TO READ IT FULL SIZE ↗
02 / COMPLETE SOURCE SHEETS2 ORIGINAL PAGES / PP. 20–21

These are the complete Nickelodeon pages available in the source PDF, reorganized into readable panels; they are treatment boards, not additional storyboard drawings.

06 / 07MOVING IMAGE · MUSIC · YOUTH CULTURE

STREETS'N
BEATZ.

DICKIE TOYS01:23 / FILMConcept & visual direction
Client pitch / shoot & edit supervision
▶ PLAY THE FILM 01:23

DJs, performance and stage energy.

WATCH ON YOUTUBE ↗
THE MAKING OF BEHIND THE BEATSVIEW CREATIVE PROCESS TREATMENTS + STORYBOARDS
ORIGINAL CREATIVE DEVELOPMENT / DICKIE TOYS

BUILT AROUND
THE BEAT.

Two creative routes are developed in the original deck: Sound-Clash / Urban Block Party and Stage Show / Own Your Fantasy. Below are the original treatment panels, followed by all three complete source sheets.

01 / SOUND-CLASH + STAGE SHOW / SELECTED SEQUENCE PANELSOPEN A PANEL TO READ IT ↗
02 / COMPLETE SOURCE SHEETS3 ORIGINAL PAGES / PP. 17–19
03 / SOUNDCLASH / ORIGINAL 15-SECOND STORYBOARD4 PAGES / CREATIVE DEVELOPMENT

A separate 15-second Soundclash concept: moodboard and three fully illustrated storyboard pages. Presented as development work alongside the film.

Treatment material and illustrated storyboard pages are original creative development documents; the 15-second storyboard is a separate concept from the film shown above.

07 / 07BRAND WORLD · FILM CONCEPT

THIS IS
CORSINI.

PRINCIPE CORSINICAMPAIGN / VISUAL CONCEPTCreative concept / treatments
Visual references / content direction
Visual reference from the Corsini treatment: wine barrels inside a historic cellar
Visual reference from the Corsini treatment: warm sun passing through grape vines
PEOPLE.
PLACE.
RITUAL.

People, places and rituals in motion.

BRAND / HOSPITALITY / STORY
THE MAKING OF BEHIND THE CONCEPTVIEW CREATIVE PROCESS 09 BOARDS
/ BEYOND THE FRAME

OTHER
DIRECTIONS.

Beyond commercials: digital identity, editorial presentations, fashion-related visual work and projects for cultural events.

Waiterio visual identity and interface design

WAITERIO

VISUAL IDENTITY / DIGITAL ART DIRECTION
Travel editorial image from The Suite Club Condé Nast Traveller material

THE SUITE CLUB

B2B PRESENTATION / CREATIVE DESIGN
Visual design asset for Pitti Immagine

PITTI IMMAGINE

VISUAL ASSETS / ART DIRECTION
THE MAKING OF FROM THE ARCHIVEVIEW CREATIVE PROCESS 07 BOARDS
/ THE PERSON BEHIND THE WORK

A WAY
OF
SEEING.

What I love is shaping how a story looks, moves and feels.

I’m a Creative Director and Art Director working across commercials, moving image and visual concepts. I’ve developed and presented ideas for international brands, built visual treatments, defined the look and atmosphere, and worked closely with directors, crews and editors through the final cut. The details matter to me: the framing, the movement, the mood of a scene and the way it all comes together in the edit.

ROYALVIBES / MUSIC & CULTURE

I grew up in Florence and have also lived and worked in New York and Mexico City. Music has been a constant throughout. As RoyalVibes, I’ve spent more than twenty years DJing and curating reggae, dancehall, Afrobeat and Caribbean sounds across Europe, the US and Mexico. Those experiences shape my references and sense of rhythm, and bring another perspective to the visual work I do.

CREATIVE DIRECTIONART DIRECTIONVISUAL TREATMENTSON-SET + EDIT SUPERVISIONVISUAL STORYTELLING