Visit Romagna 2023 – TV Commercial
In 2023, Eshu Adv produced a television commercial for Destinazione Turistica Romagna, developed in a delicate context. After the devastating floods in May, the challenge was to create an authentic story that honored the resilience of the region while inviting Italians back to their beloved holiday destination.
An early concept involved actors, constructed sets, and cinematic equipment, resulting in a staged and polished narrative. Eventually, however, the creative team chose a different and more powerful approach: authenticity. The spot was built entirely from archival and amateur footage, capturing genuine smiles, gestures, and memories of tourists who had spent their summers in Romagna across decades.
The research phase required days of work in the Rimini and Bologna film archives, Riviera theme parks, and private collections. The selected material spanned from Super-8 reels of the 1960s, to 1950s cine-news clips, to contemporary smartphone videos. By combining different eras, the commercial conveyed what had changed over time — and what had never changed: Romagna is Italy’s holiday destination.
The editing process played a central role. I designed a dynamic montage, using action matches and fluid transitions to connect images from different decades into a continuous visual flow. This editing style emphasized the passage of time while maintaining a sense of energy and renewal. Each cut was carefully shaped to highlight emotion, rhythm, and narrative consistency.
The structure of the commercial reflected this concept: an opening statement that times change, a closing reminder that Romagna’s welcoming spirit does not, and a central section that presented the holiday experiences of Italians as the connecting thread. The final images — a lifeguard opening his umbrella at dawn and a drone flying over historic boats — symbolized resilience, heritage, and readiness for the future.
The project was also enriched by personal stories discovered during research. One 70-year-old man, who had filmed his Riviera holidays as a young adult, agreed to license his footage on the condition that the fee be donated to charity for flood relief. This heartfelt gesture reflected the genuine connection between Romagna and its visitors.
The finished spot was not nostalgic, but forward-looking — a vibrant celebration of continuity, hospitality, and joy. It spoke to generations of Italians who had experienced Romagna and would continue to return.
Credits:
Production Company: Eshu Adv Srl
Directors: Matteo Di Grazia & Matteo Ricca
Art Director: Mauro Pierro
Production Director: Eugenio Giovanardi
Archival Research: Michele Astolfi
Editing: Matteo Santi
Color Grading: Tobia Montanari
Sound Design & Mix: Corrado Magalotti – Tam Tam Studio Rec.
Voice-over: Riccardo Petrozzi
Audio CDP: VoxFarm Srl video…Visit Romagna 2023 – TV Commercial
In 2023, Eshu Adv produced a television commercial for Destinazione Turistica Romagna, developed in a delicate context. After the devastating floods in May, the challenge was to create an authentic story that honored the resilience of the region while inviting Italians back to their beloved holiday destination.
An early concept involved actors, constructed sets, and cinematic equipment, resulting in a staged and polished narrative. Eventually, however, the creative team chose a different and more powerful approach: authenticity. The spot was built entirely from archival and amateur footage, capturing genuine smiles, gestures, and memories of tourists who had spent their summers in Romagna across decades.
The research phase required days of work in the Rimini and Bologna film archives, Riviera theme parks, and private collections. The selected material spanned from Super-8 reels of the 1960s, to 1950s cine-news clips, to contemporary smartphone videos. By combining different eras, the commercial conveyed what had changed over time — and what had never changed: Romagna is Italy’s holiday destination.
The editing process played a central role. I designed a dynamic montage, using action matches and fluid transitions to connect images from different decades into a continuous visual flow. This editing style emphasized the passage of time while maintaining a sense of energy and renewal. Each cut was carefully shaped to highlight emotion, rhythm, and narrative consistency.
The structure of the commercial reflected this concept: an opening statement that times change, a closing reminder that Romagna’s welcoming spirit does not, and a central section that presented the holiday experiences of Italians as the connecting thread. The final images — a lifeguard opening his umbrella at dawn and a drone flying over historic boats — symbolized resilience, heritage, and readiness for the future.
The project was also enriched by personal stories discovered during research. One 70-year-old man, who had filmed his Riviera holidays as a young adult, agreed to license his footage on the condition that the fee be donated to charity for flood relief. This heartfelt gesture reflected the genuine connection between Romagna and its visitors.
The finished spot was not nostalgic, but forward-looking — a vibrant celebration of continuity, hospitality, and joy. It spoke to generations of Italians who had experienced Romagna and would continue to return.
Credits:
Production Company: Eshu Adv Srl
Directors: Matteo Di Grazia & Matteo Ricca
Art Director: Mauro Pierro
Production Director: Eugenio Giovanardi
Archival Research: Michele Astolfi
Editing: Matteo Santi
Color Grading: Tobia Montanari
Sound Design & Mix: Corrado Magalotti – Tam Tam Studio Rec.
Voice-over: Riccardo Petrozzi
Audio CDP: VoxFarm Srl videoWW…