Digital and
Print Rollout
Scenes from the manifesto become dual-sided print and digital ads, showcased in cultural and luxury hotspots like airport lounges, high-end gyms, art venues, and fashion magazines. These visuals juxtapose architectural contrasts, human interactions, and signature furniture pieces — inviting viewers into the “Both/And” mindset.
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Experiential
Activation
The storytelling culminates in an immersive tram experience:
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Tram 10 (Amper’s route) and Tram 9 (Bothe’s route) are transformed into mobile design galleries.
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Using AR technology, passengers follow the greyhounds through Milan’s streets, experiencing dualities in real-time via lighting, scent, sound, and curated Trussardi interiors.
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As the two trams pass each other, the narratives merge in an emotionally resonant moment of connection.
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Guests who complete the journey are invited to a Trussardi x Bar Basso aperitivo event — where duality-inspired cocktails meet iconic furniture in a refined social setting.
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Creative Concept
Both/And
This campaign celebrates the coexistence of opposites within Trussardi and Milan itself. Inspired by this harmony, we crafted a Duality Manifesto, narrating parallel stories — one of the city, one of the brand. The campaign comes to life through the eyes of two greyhounds — Amper and Bothe — who run through the contrasting yet complementary neighborhoods of Milan, embodying Trussardi's essence with every step.
Insight
The Milanesita lifestyle is built upon duality — an art of balance. It’s about being visible without show, formal yet informal, structured yet free. Trussardi Casa shares this DNA. It embodies understated luxury, where Italian craftsmanship meets forward-thinking design. The result is a curated yet personal experience — furniture that integrates seamlessly into modern life while carrying the heritage of Milan.
DIGITAL CAMPAIGN
Both/And:
A Lifestyle of Duality
This project introduces the new brand positioning of Trussardi Casa: crafted to be experienced, remembered, and felt. Anchored in the Milanese spirit and reimagined through the lens of the “Milanesita” lifestyle, this work reframes Trussardi Casa not just as a high-end furniture brand, but as a contemporary expression of dual identity: global yet rooted, bold yet subtle, timeless yet modern.
Narrative Structure
The campaign is told through three manifesto videos:
Amper's Journey – the grey greyhound explores Northern Milan (Porta Garibaldi, Parco Sempione, Chinatown).
Bothe's Journey – the black greyhound navigates Southern Milan (Porta Romana, Navigli, Porta Venezia).
Their Dual Encounter – a unifying piece where both journeys intersect, revealing how every duality forms one cohesive identity.
Each scene is tied to a line from the Duality Manifesto, capturing Milan’s contradictions and Trussardi’s parallel evolution —
from fashion to furniture, from heritage to innovation.
Web Experience
To tie everything together, a dual-interaction website allows users to navigate the campaign from two angles — Milan’s story and Trussardi’s story. Each duality unlocks a curated selection of furniture pieces, with background on their craftsmanship, aesthetic philosophy, and alignment with Milanesita living.