Creative direction for the release of Effetto Florida, debut album by Giovedì, an Italian indie-rock band. The project covered the entire rollout: from cover artworks and music videos to merchandise and communication strategy.
The narrative behind the project was built around "fake it until you make it". Effetto Florida is the idea that what we say shapes how we behave, and from the very beginning, we were convinced we were going to make it. The problem was, nobody else believed it.
Rather than building a story that felt distant or artificial, we decided to lean into that contrast, a band fully convinced they're about to take over the world, but still going home to parents asking if it's time to find a real job.
Irony played a central role in how the project was communicated. From the fake magazine covers in the "Supermacchina" music video to the mock interview formats released during the album rollout, the approach was always the same: take the music industry (one that only pays attention to you once you're already someone) and crash into it on our own terms.
The project ended up catching the attention of major Italian outlets including Sky TG24, Rai News, and the cover of "Fresh Talent" by Cromosomi Media. The music landed on several Spotify editorial playlists, and the band completed a national tour of over ten dates across Italy including two sold-out shows in Rome for the release parties of the album and the single "Occhi di Pesca", finally putting Giovedì on the map.