Frank Guarini
Creative Director at TBWA Italy
Milan, Italy
TitlePortrAIts
BriefWe collected thousands of stories from people with MS and, thanks to a generative text-to-image artificial intelligence, turned them into images impossible to ignore. On National Multiple Sclerosis Week, millions of people were able to see what was previously invisible, thanks to an open-air exhibition in several cities and a digital gallery, where people with MS from all over Italy could showcase their invisible symptoms. AISM and MS received a surge of awareness that also prompted politicians to act, signing a charter of rights in defense of those living with MS.
Agency
Campaign PortrAIts
Advertiser AISM (The Italian Multiple Sclerosis Society)
Brand AISM (The Italian Multiple Sclerosis Society)

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Media Type Digital
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Chief Creative Officer Mirco Pagano
Creative Directors Vittoria Apicella, Frank Guarini
Senior Art Director Matteo Segat
Graphic Designer Manuel Montefuscoli
Copywriter Alessandro Monti
Junior Art Director Maurilia Piazza
Junior Copywriter Laura Trippa
Junior Digital Designer Alexia Nucci
Head of business and operations Gianluca Cappiello
Account Director Elisa Schneider
Account Manager Mattia Deriu
Account Executive Mariafrancesca Fedele
Account Junior Chiara D’Alessandro
Event Producer Fabio Bellifemine
Senior TV Producer Giada Sidoti
Senior Social Media Supervisor Gaia D’Aguanno
Project Manager Federica Lorenzon
Responsabile Produzione stampa Luca Mestrone
Coordinatore traffico controllo produzione stampa e web Paola Gemelli
Produzione stampa Marco Baratti
Produzione stampa Francesco Marinetti

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