See You There
June is here, bringing Cannes, festivals, and plenty of reasons to meet again.
Hi friends,
before we dive in: June is shaping up to be a busy one, packed with projects, events and a lot of content. Two quick things worth flagging before we get started:
First, a project we’ve been working on for months. From June 4–9, the second edition of Milano Film Fest takes over the city. It’s a project I care deeply about: a full week dedicated to cinema and TV series, with screenings, talks, guests and plenty happening across Milan. The MFF team is incredible. Creative, committed, occasionally chaotic, but driven by a genuine passion to give Milan the film week it deserves. Below, you’ll find the campaign created by DUDE, which you’ll soon spot across the city and on TV thanks to the partners supporting the festival.
Second, on June 6 I’ll be in Potenza for LIFE Design Festival 2026, the first major design festival in Basilicata. This year’s theme is “Trace”, exploring the marks that ideas, projects and creative decisions leave behind. I’ll be sharing my own take on what a trace is, and the unexpected paths that shape the work we do.
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In this issue: Burberry might have just delivered the World Cup campaign to beat. Give me Bloc Party’s Banquet and a Jason Sudeikis cameo as Ted Lasso and you’ve basically won me over already. A couple of heavyweight rebrands also landed this week, with Lacoste and the Chicago Cubs. And finally, a campaign I haven’t seen anyone talking about yet. Oura is back with Subtle Power, created by Nice and Frank, an elegant multi-subject campaign that’s simple, direct and gets the point across without trying too hard.
Have a good read.
ADVERTISING
Burberry's Bold Football Fusion
Burberry is shaking up luxury with its new campaign ‘A Good Sport,’ creatively directed by Daniel Lee. Instead of the usual posh vibes, expect stadium aesthetics and genuine football culture. The campaign celebrates pre-game momentswith notable faces like Declan Rice and Jason Sudeikis, set against everyday scenes.
DESIGN
Lacoste's Bold New Identity Unveiled
In a nostalgic nod to its heritage, Lacoste has turned to Commission Studio for a revamped visual identity that's as bold as it is stylish. The fresh design features a bespoke serif typeface crafted in collaboration with Imogen Ayres. Drawing inspiration from archival prints, the new look cranks up the visibility of the iconic crocodile while paying homage to the brand's tennis and golf roots.
FEATURED
A bunch of news from my network :
- Iliad teams up again with Megan Gale for a new spot after IAB's green light [source Benedetto Levi linkedIn]
- WeRoad scores a $58 million Series C led by Airbnb, ready to take group travel to the U.S. [source Fabio Bin linkedIn]
- Diesel and Tinder team up for a bold Pride 2026 campaign, 'For Successful Loving'. [source Paolo Lorenzoni linkedIn]
- Netflix Italia and Zerocalcare just turned the Circo Massimo into an arcade wonderland for a night [source Paola Cecere linkedIn]
- Lodgify redefines its brand with a fresh look and a B2C vibe, thanks to Koto [source Alessia Dordoni linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Playlist: Ye and Travis Scott's Italian shows in Reggio Emilia have been cancelled
Archistorm: London Underground's new public toilets are beautiful.
Sip tips: What Will Be the Drink of the Summer?
Streaming binge: The First Reactions to Steven Spielberg’s ‘Disclosure Day’ Are Here
MARKETING
Mktg picks not to miss
- The smartest take on the Ferrari–Luce case
- The SpaceX IPO is great for Elon Musk and terrible for you
- Bleacher Report launches YouTube channel for its sports cartoon fanbase ahead of World Cup
- Marketers need to prepare themselves for the end of the click
ADVERTISING
Oura Says More With Less
To launch its slimmer ring, Oura and Nice and Frank focus on the power of hands: a teacher, a conductor, and a finger stand performer. Every gesture is slowed down, turning small movements into something meaningful. The line "Subtle Power " perfectly captures both the new feature and the idea that real impact doesn't always need to be loud.
DESIGN/ADVERTISING
Cubs Campaign lets Fans Join the Fun
Christopher A. Ritter’s latest campaign for the Chicago Cubs is here to let fans fill in the blanks of their Wrigley experience. It’s not just about the game anymore; it’s about the vibe, the atmosphere, and that sweet emotional connection. The visuals pop with handcrafted touches that keep it personal and raw, reminding everyone that it’s all about that unforgettable day at the ballpark.
Thank you so much for reading this far - I truly appreciate it. Last week’s most-clicked link was: