Yaia

Yaia was a Branded Entertainment project combining content production with the development of a platform. The work focused on a defined audience: people who practise sport and sports enthusiasts. The short commercial below also presents this positioning.

The project took shape through Antonio Bellanca, who helped establish the collaboration with Milk ADV. The partnership brought audiovisual production, creative direction, team and project management, and copywriting expertise.

I worked on the product, commercial development, partnerships, marketing and communication, with involvement in content ideation as well. Antonio contributed to strategy and commercial development; Milk ADV to creative and production delivery.

The Milk ADV people most closely involved in the collaboration were Paolo Margonari, Fabiana Fantinato and Matteo Visonà. Their involvement allowed us to develop the project alongside the everyday work of an established communication and production business.

Yaia was incorporated as a company and is no longer operational. The experience involved product development, defining a specific audience and building a partnership combining platform and production.