McFIT Anniversary
This project marks our second collaboration with McFIT Bologna , five years after its grand opening: a journey that began with the celebration of the opening and is...
COMMUNITY ACTIVATION
CREATIVE DIRECTOR
producer
CINEMATOGRAPHER
SOUND
CLIENT
YEAR
giorgio bartocci
Francesco Cesarini
Andrea Rocca
Luca Bocchi
Rsg Group
2022
OVERVIEW
This project marks our second collaboration with McFIT Bologna, five years after its grand opening: a journey that began with the celebration of the opening and is now being renewed through a format designed to highlight the local area and its cultural vitality.
CHALLENGES & APPROACH
To celebrate the 5th anniversary of the McFIT gym in Bologna, we conceived, directed, and produced a one-of-a-kind community activation event, transforming the basement of the iconic building into a space where urban art, music, and sports come together.
THE RESULT
The initiative brought together over 20 street artists, who were invited to reinterpret the basement walls with original works created live, creating a true underground gallery that engages with the culture of movement and physical expression. Rounding out the experience were musical performances and influential figures from the urban scene, such as rapper DrefGold, a Bologna-based artist known for his ironic and provocative trap style, already a leading figure on the national scene with collaborations and certified albums.
The event featured influencers and creators carefully selected to amplify the initiative’s reach on social media, fostering a strong connection between the city’s fitness and creative communities.
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