Maserati and agency Migrante have released a film, ‘Never Stop Dreaming’, which weaves together two parallel journeys: Maserati is back with a strong ambition to excel on the global stage; and Italy’s passion for sport in all its forms is ready to rise and inspire the world once more.
The message is that, “Even when the world stops, dreamers never do. We are Italian. We love to dream. And eventually, we make it real.”
Italian sports dreams
The social film features Italian footballer Alessandro Del Piero driving the new Maserati GranTurismo through the streets of New York.
The roads are eerily deserted as the world’s eyes were turned on the match.
No words, just the road, the true sound of the iconic Nettuno engine, and the focus of a man who knows exactly where he’s going: the stadium, leaving Del Piero free to demonstrate the car’s performance.
After all, dreamers never stop, and Italians love to dream – but they also know how to turn dreams into reality.
Migrante turned around the campaign in 10 days, tapping into its international team to bring the brand vision to life for Maserati.
The social campaign was created using AI-driven production while retaining the Italian aesthetic embodied by the Maserati brand.
Leo Ricagni, Founder and CCO of Migrante, said: “Maserati’s deep understanding of the Italian spirit is reflected in both a passion for sport and a love for high-performance cars.
“The campaign’s fast turnaround demonstrates just how to capture a moment of inspiration where timing is of the essence, proving that a long-term creative vision can be manifested in many different ways.”
Cristiano Fiorio, Maserati’s Chief Marketing Officer and BOTTEGAFUORISERIE General Manager, said: “You can always focus on what’s missing, but at Maserati we choose to look ahead with optimism and a clear vision.
“Over 112 years of history, we have written memorable chapters in the story of the automotive industry and global motorsport.
“We are not just dreamers – we turn dreams into reality.
“That is why we wanted to pay tribute to Italy, to Italian excellence and craftsmanship, to those who triumphed in the past and to those who look to the future, striving to achieve even greater milestones.”
Del Piero said: “The journey of the new GranTurismo through a silent New York made me reflect on what pride means, on what a symbol represents.
“Like wearing the Azzurri shirt before the whole world. I’m grateful to Maserati for imagining this journey that goes straight to the heart: only a Brand whose history has been shaped by beauty and courage could have inspired it.
“Great achievements are built even when you are not on the pitch.”