Visual and video direction for Frezza’s event at Milan Design Week 2025.
The project explored the theme of transformation—an emotional and material journey from discarded fragments to elegant design. The potential hidden in what is often overlooked. Waste became a starting point, not an end—an opportunity to reconsider value, form, and beauty.
The final outcome was a four-screen video installation, each screen followed the journey of Frezza’s three chairs—from natural place and discarded materials, through transformation, to the final design objects—unfolding in a linear rhythm refinement.
From the same footage, three short films were produced. Yellow subtitles, a deliberate nod to early cinema, bridged nostalgia and modernity. The LED wall echoed the films’ typographic language but evolved it into something more expressive: custom animated graphics with a subtly organic motion. The typography pulsed, shifted, and flowed—evoking a natural, almost breathing presence that grounded the digital aesthetic in something alive. [In collaboration with Genny Canton Studio]