YES MILANO /

"NOT IN MILANO" CAMPAIGN

agency: we are social

Photography
Post-Production

Full shot of Rossana Orlandi for the "Yes Milano - Not in Milano" campaign. She is standing in the center of the Galleria Vittorio Emanuele II in Milan, wearing an artistic white coat with geometric color blocks and wide colorful trousers. She holds a lime green tablet and wears her signature oversized white round glasses. The background shows the empty historic gallery with its ornate architecture and glass dome.
A "Starring" banner for the YesMilano "Not in Milano" campaign, featuring a collage of four portraits by Alvise Guadagnino. From left to right: Margherita Maccapani Missoni at Stazione Centrale, Carlo Cracco at Bagni Misteriosi, Rossana Orlandi in Galleria Vittorio Emanuele II, and Alberto Dalmasso at Torre PWC. Each portrait includes the talent's name above and their Instagram handle below on a yellow and black graphic background with a map texture.
Wide shot of Italian chef Carlo Cracco for the "Yes Milano - Not in Milano" campaign. He is standing poolside at the Bagni Misteriosi in Milan, holding a drink and smiling at the camera. He wears a dark cardigan over a white t-shirt and khaki trousers. In the foreground, a white wrought-iron table and chair are set for an aperitivo. The background features the turquoise pool water, a stone fountain, and the distinctive architecture of the venue under a bright sky.
Full shot of Margherita Maccapani Missoni for the "Yes Milano - Not in Milano" campaign. She is captured walking down the monumental stone stairs of Milano Centrale railway station, smiling. She carries a vintage-style cream suitcase and a bright yellow bag, wearing a light jacket, a patterned shirt, and blue jeans. The background shows the architecture of the station with its high ceilings and columns.
A portraits of Alberto Dalmasso, Satispay co-founder, for the "Yes Milano - Not in Milano" campaign. He stands in a modern office with floor-to-ceiling windows overlooking the Milan skyline, including skyscrapers and the Torre Velasca. He is wearing a grey blazer, a dark blue button-down shirt, and casual trousers, holding a smartphone to his ear. The interior features contemporary red lounge chairs, white tables, and potted palm plants, contrasting with the urban backdrop.
Advertising layout for the "Yes Milano - Not in Milano" campaign featuring Rossana Orlandi in Galleria Vittorio Emanuele II. The image includes bold graphic overlays with the text "NOT IN MILANO!" and the headline "FEEL STUCK UNDER THE GLASS CEILING? HERE YOU'LL FIND SOME WONDERFUL CEILINGS MADE OF GLASS." The YesMilano logo is visible on a red banner at the bottom. The overall design uses a red border with a subtle map texture.
Advertising layout for the "Yes Milano - Not in Milano" campaign featuring chef Carlo Cracco at Bagni Misteriosi. The graphic design includes the text "NOT IN MILANO!" and the headline "HAVING TROUBLE THINKING OUTSIDE THE BOX DURING MEETINGS? HERE YOU'LL FIND MANY THINGS TO THINK ABOUT OUTSIDE THE OFFICE." The YesMilano logo is displayed on a blue banner at the bottom. The frame features a blue map-textured border with a yellow marker for "BAGNI MISTERIOSI".
Advertising layout for the "Yes Milano - Not in Milano" campaign featuring Margherita Maccapani Missoni in Milano Centrale railway station. The image includes large bold graphic overlays with the text "NOT IN MILANO!" and the headline "SCROLLING THROUGH YOUR FEED FOR INSPIRATION? HERE YOU'LL SEE CENTURIES OF IDEAS WHILE STROLLING, I MEAN COMMUTING." The YesMilano logo is present on an orange banner at the bottom. The overall design features an orange map-textured border with "STAZIONE CENTRALE" marked.
Advertising layout for the "Yes Milano - Not in Milano" campaign featuring Alberto Dalmasso, Satispay co-founder, at Torre PWC. The graphic design includes the text "NOT IN MILANO!" and the headline "AFRAID YOUR START-UP WON'T FLY? HERE YOUR IDEAS WILL TAKE OFF." The YesMilano logo is positioned on a purple banner at the bottom. The frame features a purple map-textured border with a yellow marker for "TORRE PWC".
A comprehensive overview of the YesMilano "Not in Milano" DOOH (Digital Out Of Home) campaign. The top section displays the four main creative layouts featuring Rossana Orlandi, Margherita Maccapani Missoni, Carlo Cracco and Alberto Dalmasso. The bottom section shows real-world applications of these ads on digital billboards in major cities like London, Paris, New York, and Berlin. The header reads "DOOH CAMPAIGN" with a list of participating global cities against a dark map-textured background.
A digital out-of-home (DOOH) billboard designed by Zaha Hadid in London, displaying the YesMilano "Not in Milano" campaign featuring chef Carlo Cracco. The billboard's unique, curved stainless steel structure frames the advertisement, which shows Cracco at the Bagni Misteriosi. Cars are seen in motion in the foreground, blurred, as they pass the installation on a busy London road. The headline "NOT IN MILANO!" is prominent against the architectural backdrop.
A collage displaying the multi-channel reach of the YesMilano "Not in Milano" campaign. The top section shows three smartphones featuring Instagram posts of the campaign. The bottom section features a physical copy of Harper's Bazaar magazine, with an open spread titled "FABULOUS AT EVERY AGE" showing Rossana Orlandi's portrait by Alvise Guadagnino. The background is a dark, stylized map of Milan with gold accents.
A behind-the-scenes collage showing the collaborative production of the YesMilano "Not in Milano" campaign. The panels illustrate the synergy between Alvise Guadagnino’s photography crew and the video production team responsible for the hero film. Scenes include technicians managing camera rigs at Milano Centrale, monitoring Rossana Orlandi in Galleria Vittorio Emanuele II, and setting up professional lighting and monitors for both photo and video capture. The collage is set against a bright yellow background.

YES MILANO | "NOT IN MILANO" CAMPAIGN

Milan is about more than just work, it’s where business and lifestyle meet. For the “NOT IN MILAN“ campaign, I contributed to the creative development and photographic production aimed at dismantling traditional clichés about the city. We captured the city’s soul featuring design, food, fashion and tech iconic ambassadors like gallery owner ROSSANA ORLANDI, Chef CARLO CRACCO, fashion entrepreneur MARGHERITA MACCAPANI MISSONI and tech founder ALBERTO DALMASSO. This social-first global campaign and international billboard activation redefined Milan’s image for a post-pandemic world.

 

 

BEHANCE

YES MILANO

COMUNE MILANO

ENGAGE

A professional portrait for the "Google Italia in Digitale" campaign featuring Betty, founder of Betty Concept in Brescia. She is a tailor who specializes in inclusive, custom-made fashion, blending traditional sartorial techniques with digital innovation. She is pictured smiling in her atelier, wearing a vibrant patterned blouse and leaning against a mannequin in a magenta coat. The background showcases her creative studio with tropical wallpaper and elegant garments, highlighting her mission to create ethical, made-to-measure clothing for all body types.GOOGLE
A professional corporate portrait of a Trenord employee in uniform at Milano Cadorna station. She is wearing a red ribbon on her jacket, symbolizing the campaign against violence against women. In the background, a green Trenord train is stationary while another train passes by with a motion blur effect. This photograph was taken for an institutional campaign promoting the International Day for the Elimination of Violence against Women. Photography by Alvise Guadagnino.TRENORD