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SIMONE MACCIOCCHI SALERNI
CREATIVE DIRECTOR
ART DIRECTOR
NUTELLA®, MOLINARI, DAZN, MERCEDES-BENZ, MAXIBON, SMART, ENI, NISSAN, GREENPEACE, BULGARI, HERA, TIM, ESTATHÉ, MAXMARA, RADO, OPERATION SMILE, LIU JO
What follows is a selection of some of the most meaningful projects I’ve worked on in recent years. Each of them is the result of deep collaboration — with my team, with teams I’ve led, and with the clients who trusted us �to bring ambitious ideas to life.
For over 15 years, I’ve worked within leading agencies and alongside international clients who have left their mark on the world of communication — or who have chosen bold, innovative creative paths. Throughout my career, I’ve had the privilege of contributing to projects that became both national and international case studies, as well as award-winning campaigns recognized by prestigious honors such as the ADCI Awards, Effie Awards, and NC Awards.
In the field of education, I’ve helped train and continue to mentor young creatives, guiding them through award-winning projects recognized nationally and internationally — including ADCI Awards and D&AD New Blood Awards — as a lecturer in Methodology at IED Roma.
I’ve also had the honor of serving as a portfolio reviewer several times at one of the most important Italian creative portfolio events, GVDE, and as a juror for renowned competitions such as Cannes Young Lions Italy and The One Show Young Ones.
SIMONE MACCIOCCHI SALERNI
CREATIVE DIRECTOR
ART DIRECTOR
SIMONE MACCIOCCHI SALERNI
MOLINARI - ALLA NOSTRA
DAZN - SUPPORTERS
HERA - SCUSE
MAXIBON - PIRATES
MOLINARI - LIMITED BY LB
HERA - INCREDIBILE
ITALIAONLINE - THE WAITER
MOLINARI - A SHOT OF ITALY
NUTELLA - I LOVE ITALY
COLUMBUS - THE INSTANT
OTHER STUFF
CREATIVE DIRECTOR
ART DIRECTOR
Everything began with a toast.�Perhaps even the deepest values of a brand that needed to celebrate its 80th anniversary were born from that very gesture. We brought together all the elements that define Molinari in the collective imagination, both in Italy and abroad: social connection, conviviality, the perfect drink, a bold and distinctive flavor, �an unmistakably Italian character, and countless nuances that �make it unique.
2025
Alla nostra.
YEAR
BRAND
MOLINARI
TYPE
INTEGRATED
PRODUCTION
BLACKBALL
THE COMMERCIAL
THE CASE
READ
This is what the campaign set out to convey, driven by a manifesto that tells the story of the brand in the most powerful way possible: through a grand celebration, a long, heartfelt toast that honors a bond between a brand and its people. A friendship that has lasted 80 years… and is destined to endure for many more.
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DAZN isn’t exactly the most beloved brand in Italy — and that’s no secret. But there is something powerful that unites Italians and DAZN: a burning passion for sport, an unshakable love for football, and that uncontrollable rush of emotion every fan feels when cheering for their team. And there’s another thing that sets hearts on fire in Italy: Festival di Sanremo. So we brought the two worlds together.We took the spirit of fandom to Sanremo, making DAZN part of something unexpected and unforgettable.
2025
Supporters.
YEAR
BRAND
DAZN
TYPE
INTEGRATED
PRODUCTION
BLACKBALL
THE COMMERCIAL
READ
For the first time, the brand stepped into the spotlight not as a sports broadcaster, but as the official sponsor of cheering at the Festival — this time not for athletes, but for people’s favorite artists. How did we do it? By creating a unique collection of jerseys featuring the names of the Sanremo performers, turning them into coveted objects of desire. Everyone could get one — or at least wish they could.
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THE CASE
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Within Gruppo Hera, data powerfully guide a brand that has brought remarkable innovation and tangible progress to waste sorting across Northern Italy over the past decade. These numbers speak clearly: mistakes in waste collection have steadily decreased. Yet, the few that remain still carry a weight — small slips that can have �a significant impact on the delicate process of waste disposal �and recycling.
2025
No excuses
YEAR
BRAND
HERA
TYPE
OUTDOOR
PRODUCTION
B612 STUDIO
THE CASE
READ
How can a community that has so deeply embraced the good habits �of sorting still stumble on something as simple as tossing T-shirts into paper bins, porcelain into glass, toys into plastic, �or packaging into organic waste? �More often than not, these aren’t true mistakes at all — just fleeting moments of carelessness, born of haste or a touch �of laziness.
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A legendary ice cream — part of the story of countless generations. As every year, a new Maxibon flavor was ready to make its debut, and it deserved a tale worthy of its legacy. We built the campaign around a few key pillars to craft a story that would resonate with a new generation: the new flavor — Coconut Paradise, a packaging inspired by the sea, and an irresistibly exotic atmosphere.�In the year of Netflix’s One Piece phenomenon, how could we resist telling a legendary tale of pirates, islands, and dark krakens
2025
Pirates
YEAR
BRAND
MAXIBON
TYPE
COMMERCIAL
PRODUCTION
ZOMBIE STUDIO
THE COMMERCIAL
THE CASE
READ
guarding hidden treasures?�To bring it to life, we worked day and — thanks to the time difference — mostly night, alongside the legendary team at Zombie Studio, to create a spectacular campaign blending 3D artistry, old-school animation, miniature sets, and dreamlike vibes.
The result: a new, enchanting chapter in the ever-mythical story �of Maxibon.
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Working on a limited edition of Molinari Extra means carefully selecting an artist whose vision can truly embody the values of a brand that’s been part of Italian culture for nearly a century.�A blend of tradition and creativity, where innovation meets the timeless roots of Italian artistry.���The perfect match was Luca Barcellona.
2024
Limited by LB
YEAR
BRAND
MOLINARI
TYPE
INTEGRATED
ARTIST
LUCA BARCELLONA
THE CASE
We worked side by side to find the perfect synthesis — writing and defining a manifesto that he could interpret through his ethereal, masterful touch. The result was a bottle transformed into an iconic, elegant, and enduring symbol — a piece of design destined to remain etched in the minds of consumers for years to come.
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Since its foundation in 2002, Hera has stood as an outsider in the world of multi-utilities — a brand with a distinctive tone, capable of making innovation and sustainability feel close, human, and meaningful.�After more than twenty years, it was time for a new chapter: not to reinvent Hera, but to reveal what it has already enabled. A company that has empowered citizens to live responsibly and sustainably, offering real tools and real solutions for everyday life.
2024
Incredibile.
YEAR
BRAND
HERA
TYPE
INTEGRATED
PRODUCTION
FILMMASTER
THE COMMERCIAL
THE CASE
READ
The INCREDIBILE campaign celebrates this evolution.�It highlights the beauty of living sustainably today, �not tomorrow — through simple choices that connect people, communities, and technologies into a harmonious ecosystem.���A story where sustainability isn’t an aspiration, but a tangible reality. Made possible, every day, with Hera.
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This commercial for Italiaonline takes a smart and ironic look �at the world of online reviews. Today, even the most respectable business risks being defined not by its values or customer experience, but by what people say about it on the internet. �You can polish every detail of your brand — yet if you overlook your online reputation, that becomes your real identity, the one everyone sees first.To bring this insight to life, we chose a playful, unexpected twist.
2023
The waiter
YEAR
BRAND
ITALIAONLINE
TYPE
COMMERCIAL
PRODUCTION
FILMMASTER
THE COMMERCIAL
In an elegant, high-end restaurant, a waiter greets guests not with courtesy or menu suggestions, but by quoting the restaurant’s worst online reviews — word for word. The refined setting clashes with cutting remarks, creating a surreal, humorous tension. It’s uncomfortable, bizarre, and genuinely funny — because it feels real in a way we all recognize.
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For Molinari, we set out to celebrate the power of a simple gesture — a shared shot — and turn it into a universal moment of connection. Because Molinari isn’t just a drink; it’s a ritual capable of bringing people together across distances, cultures, and time.�The campaign shows how a toast with Molinari can unite millions, even from opposite corners of the world, all linked by the same unmistakable, proudly Italian taste of Molinari Extra. One sip, �one iconic flavor, countless shared stories.
2023
A shot of Italy
YEAR
BRAND
MOLINARI
TYPE
COMMERCIAL
PRODUCTION
BLACKBALL
THE COMMERCIAL
Through cinematic moments — raised glasses, unexpected encounters, spontaneous laughter — we reveal a shot that doesn’t just mark a moment, but creates it. A gesture that blends worlds, emotions, and languages, whether in a Roman rooftop bar or a lounge club abroad.�Because in the end, a toast is more than a drink.
It’s a spark, a connection, a feeling of belonging.�A shared Italy, everywhere.
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Every year in October, Nutella launches a campaign that invites people to look at the bright side of life. But in October 2020, with Italy still struggling with closures and lockdowns, it was a difficult message to uphold. That's why, this year, Nutella wanted to remind people that it doesn't matter how complex the situation that we are going through is: beauty is always around us. �To do this, we launched a special collection of their iconic jar: �30 jars to represent 30 gems of Italian heritage, created in
2021
I Love Italy
YEAR
BRAND
NUTELLA®
TYPE
COMMERCIAL
THE CASE
collaboration with ENIT, the national tourism board.
That meant that everyone was able to bring a piece of Italy's beauty into their own home, taking a little trip even when traveling was not possible. The results of this journey? 800+ news articles on international and national press. 60 mln organich reach. 97% positive sentiment.
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A single instant can ruin an entire trip.�With this idea in mind, we set out to create a film that makes viewers hold their breath — capturing that frozen moment when everything suddenly goes wrong. A slow-motion descent into frustration, where time stretches just enough to feel the shock, the disbelief, the helplessness of travelers caught off guard by fate.�A sudden food poisoning. A flu at the worst possible moment.�A suitcase lost in transit.
2019
The Instant
YEAR
BRAND
COLUMBUS
TYPE
COMMERCIAL
THE COMMERCIAL
There are countless ways a journey can derail — sometimes slightly, sometimes completely. Our film lingers on that fragile moment right before the fall: when dreams of adventure meet the unpredictable reality of travel. And in that suspended second, it becomes clear why the right protection matters — because no one plans for disaster, but disaster always has a plan of its own.
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Other stuff
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