“Make It Authentically, Make It Italian” Campaign

As VP of Creative at Marino, I led the strategy, creative direction, and execution of the Italian Trade Agency of NY’s multi-channel campaign, “Make It Authentically, Make It Italian.” The initiative celebrates the excellence of Italian cuisine, wine, and lifestyle in the U.S., while educating consumers about the health and cultural benefits of authentic Italian products.

Working closely with our creative and social team, I developed the campaign strategy and tagline, directed the design of digital, social, and print ads, and oversaw influencer and paid media integration to ensure consistent storytelling across all channels. This campaign delivered exceptional results, generating 282 million impressions and reaching over 23 million accounts across platforms. By focusing on authenticity and quality, the campaign successfully highlighted the unmatched heritage of Italian cuisine and wines while combating imitations in the U.S. market.

Client: Italian Trade Agency of NY

Agency: Marino, NY

Work: VP of Creative, Art Direction, Campaign Strategy