Projects — Marco Cassano

01Stellantis &You

Lo Spettacolo dell’Auto – The Car Show (2023)

Role: Concept (with creative director), Art Direction, Development.

Lo Spettacolo dell’Auto billboard on a building in Milan

Digital screen campaign seen from a tram

Project Introduction

After the move from FCA to Stellantis, people in Milan didn’t know who Stellantis was. They knew Fiat, Jeep and Citroën, but not the group behind them. And so the Stellantis &You dealers had a strong network with a name nobody recognised. The goal was to fix that, and make the dealers the official home of these brands.

That’s why I created “Lo Spettacolo dell’Auto”, The Car Show. The idea was simple. If the showroom becomes a show, people come to see it. And while they’re there, they discover every brand of the group in one place. The campaign ran on billboards, digital screens and social media across Milan.

Used Cars Digital Campaigns (2025–2026)

Role: Concept (with copywriter), Art Direction, Development.

Ready, steady, work! used car campaign post

Operation Black Friday used car campaign post

Who is the client?

Stellantis &You is the retail division of the Stellantis group. It runs a European network of dealers for brands like Fiat, Jeep®, Citroën and Peugeot. Most of the business is used cars, managed together with Spoticar. And that’s also where most of the marketing budget goes.

What was the challenge?

The goal was to bring people to the dealers and generate real leads. But a used car ad usually looks like a listing. So the challenge was to stop the scroll, and make a used car look like something you actually want.

What was your solution?

Every month I design a new campaign, built on the season and on the offer of the moment, like a 20% discount. Strong colors, unusual layouts and many models in one visual. Because if the feed is grey, the only way to win is to break it.

The used car market is the core of the group’s business. That’s why every month I create a digital campaign tied to the season and to a strong commercial offer. The rule is always the same: break the feed. Vivid colors and visuals that hit you in the first second. Because the goal is one. Make people curious, and send them straight to a sales consultant.

Engagement Rate

↑ 42%

Conversions

↑ 28%

New Followers

↑ 24%

Instagram and Facebook, last 12 months (October 2025 to September 2026) compared to the previous 12 months.

Your Dream Car Comes True (2024)

Role: Concept (with copywriter), Art Direction, Development.

Jeep Renegade in a dreamy landscape, half drawn by a child

“You don’t buy a used car. You buy the car you dreamed of as a kid.”

01

Sell more used cars from the Vimercate hub, without talking only about price.

02

People don’t buy a used car. They buy the first car they ever wanted.

03

Turn the purchase into a childhood dream that finally comes true.

04

A Jeep® Renegade in a soft, dreamy landscape. The dream and the car in the same picture.

05

One idea, adapted to every format. Billboards, social posts and stories, banners and DEM.

Used cars are often sold like a list of numbers: price, kilometers, year. With this concept I wanted to change that. I told the purchase as a childhood dream that finally comes true. Calm, positive and full of wonder. The style is nostalgic but modern, and the car becomes the hero of a personal story. Not just a utility vehicle.

02Elie Saab Maison

Salone del Mobile Catalogue (2025)

Role: Art Direction, Layout.

Elie Saab Maison Sculpted Dreams catalogue mockup

“The products already speak. The layout had to step back.”

Who is the client?

ELIE SAAB Maison is the interiors line of the Lebanese couture house. Furniture, lighting and textiles that speak the same language as the runway: precision, light and craftsmanship.

What was the challenge?

For Salone del Mobile 2025 the brand needed a catalogue of over 120 pages. Every piece had to feel like couture, not like a product list. And every page had to respect a very strict brand identity.

What was your solution?

I built a clean grid and gave each piece its own space. Large images, short texts, a lot of white. Because the products already speak, the layout had to step back. The result reads like a fashion book, not a catalogue.

03Ministry of Culture – Kingdom of Saudi Arabia

Year of Handicrafts (2025)

Venice – Role: Concept, Art Direction, Development.

“Saudi craftsmanship, told inside a Venetian abbey.”

Project Introduction

In 2025 the Ministry of Culture brought two exhibitions to Venice, inside the Abbazia San Gregorio. The first one, Year of Handicrafts, celebrated traditional Saudi crafts. The second one, Saudi Fashion Exhibition, told how local fashion moved from heritage garments to streetwear. I followed both projects from the first idea to the final installation. Concept, art direction and development of every panel, structure and graphic. Year of Handicrafts is shown here in renders. The fashion exhibition in photos taken at the venue.

Render: pictogram wall of the Year of Handicrafts exhibition

Render: visitor walking along the panels

Render: About the Year of Handicrafts panel

Who is the client?

The Ministry of Culture of the Kingdom of Saudi Arabia. They protect Saudi heritage and bring it abroad, through international events like the Venice Biennale.

What was the challenge?

The exhibition was inside a historic abbey in Venice. So there were two worlds to put together: Saudi visual tradition and Italian architecture. And it all had to be clear for an international audience.

What was your solution?

I built the whole display around traditional Saudi pictograms and symbols, on panels and structures, with a clean and modern layout. Because the abbey already had a strong character. The design had to respect it, not compete with it.

Saudi Fashion Exhibition (2025)

Venice – Role: Concept, Art Direction, Development.

Saudi Fashion Exhibition: heritage garment display

Saudi Fashion Exhibition: gallery of dresses

Visitor looking at the dresses of the Saudi Fashion Exhibition

Adidas X Kaf by Kaf (2025)

Venice – Role: Concept, Art Direction, Development.

Adidas X Kaf by Kaf mannequins against the red wall

Project Introduction

The Saudi Fashion Commission wanted to show how local fashion has changed, from heritage garments to collaborations like Adidas X Kaf by Kaf. The problem was putting two very different worlds in the same space: the richness of tradition and the energy of sportswear. All within the limits of the venue.

I worked on contrast. For the streetwear section I used clean lines and strong lighting, so the traditional patterns looked new. The path guides visitors through a timeline of style, from past to present. And it shows one simple thing: heritage and modern design can live together.

04Malaterra

Branding & SoMe (2022)

Role: Concept, Art Direction, Layout.

“Ma. La. Terra. The land was never the problem. The land is sacred.”

Who is the client?

Malaterra is a Neapolitan restaurant. Traditional cuisine, local products and a strong bond with the land they come from.

What was the challenge?

Naples is often told through crime and bad news. And a name like Malaterra, “bad land”, risked confirming that image. The challenge was to rebuild how people see the Neapolitan land.

What was your solution?

I split the name in three words: “Ma la terra”, “but the land”. The land becomes sacred, like the Madonna in Neapolitan devotion. And from that land come beautiful things, from art to food. The brand doesn’t hide where it comes from. It’s proud of it.

Brand applications (2022)

Role: Concept, Art Direction, Layout (signage, menus, uniforms).

Restaurant dining room with illustrated walls

Pizza chef with branded uniform at the oven

Restaurant interior with plants on the ceiling