Maserati powers Italian pride

The film, Never Stop Dreaming, presents parallel narratives around Maserati's current model line-up and Italy's sporting heritage

Independent creative agency Migrante has created a global social campaign for Maserati centered on Italian identity, ambition and sport, featuring former footballer Alessandro Del Piero driving the Maserati GranTurismo through New York.

The film, Never Stop Dreaming, presents parallel narratives around Maserati's current model line-up and Italy's sporting heritage. It is available across Maserati's digital and social channels.

AI-supported production in 10 days

Migrante said the campaign was developed in 10 days using an international production team and AI-supported production techniques while maintaining the visual style associated with the Maserati brand.

The film follows Del Piero driving through largely empty streets in New York, accompanied by the sound of the GranTurismo's Nettuno engine. The campaign concludes with the message: "Even when the world stops, dreamers never do. We are Italian. We love to dream. And eventually, we make it real."

Agency highlights rapid turnaround

Leo Ricagni, founder and CCO, Migrante: "Maserati's deep understanding of the Italian spirit is reflected in both a passion for sport and a love for high-performance cars. The campaign's fast turnaround demonstrates just how to capture a moment of inspiration where timing is of the essence, proving that a long-term creative vision can be manifested in many different ways."

Cristiano Fiorio, chief marketing officer, Maserati and BOTTEGAFUORISERIE general manager: "You can always focus on what's missing, but at Maserati we choose to look ahead with optimism and a clear vision. Over 112 years of history, we have written memorable chapters in the story of the automotive industry and global motorsport. We are not just dreamers–we turn dreams into reality. That is why we wanted to pay tribute to Italy, to Italian excellence and craftsmanship, to those who triumphed in the past and to those who look to the future, striving to achieve even greater milestones."

Del Piero stars in campaign

Alessandro Del Piero: "The journey of the new GranTurismo through a silent New York made me reflect on what pride means, on what a symbol represents. Like wearing the Azzurri shirt before the whole world. I'm grateful to Maserati for imagining this journey that goes straight to the heart: only a Brand whose history has been shaped by beauty and courage could have inspired it. Great achievements are built even when you are not on the pitch."

www.migrantecontent.com

www.maserati.com

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