ABOUT

CHALLENGE:
The energy drink category had been colonised by a single cultural narrative: extreme sports, adrenaline, stunts, and manufactured rebellion. Brands like Red Bull had claimed the sky — literally — leaving little room for a new challenger to breathe. The message was always physical: jump higher, go faster, fall further. But millions of people who push limits every day — creatively, philosophically, professionally — had no brand that spoke to their kind of fury. The category was loud, but it was saying nothing new. That's why I wanted to give it power in the copy, along with the power of the image.

IDEA:
Furia is not just energy. Furia is a philosophy. The brand was built on a single, radical premise: True power has nothing to do with wings, helmets, or sponsored athletes. It comes from will — raw, unfiltered, self-directed. Furia positions itself as the energy drink for paradigm-breakers: thinkers, creators, rebels, and anyone who has ever been told their idea is too loud, too strange, or too much.

The creative platform frames energy not just as fuel for risk, but as fuel for conviction. The brand unapologetically enters the cultural conversation, even targeting the market leader directly with provocation pieces that reframe the debate about the madness of risk sports.

MY CONTRIBUTION - CREATIVE DIRECTOR:
As Creative Director, I built Furia from the ground up — concept, brand strategy, creative system, and campaign universe. My contribution spanned:
-Philosophical brand positioning: I defined the strategic territory that separates Furia from every energy drink on the shelf. Rather than chasing Red Bull's extreme sports language, I moved the brand into the space of radical freedom — a mindset brand for the mentally unbounded, not the physically fearless.
-Provocative creative system: I designed a visual and verbal identity built on tension — raw typography, high-contrast black and electric gold, aggressive white space, and a tone of voice that speaks in declarations, not slogans. Every piece feels like a manifesto, not an ad. Not perfect. Real and even with aesthetic flaws.
-New perspective: I conceived and directed a series of disruptor pieces that go head-to-head with Red Bull's mythology — dismantling the "wings" narrative and replacing it with a more powerful truth: We don't need wings. We need balls. These pieces were designed to provoke, earn organic reach, and land Furia as a cultural challenger from day one. A new generation that is not irresponsible. A generation with a fury for change.
-360° brand universe: From can design and OOH to digital content and manifesto films, I directed a coherent world where Furia's philosophy is felt at every touchpoint — relentless, unapologetic, and entirely free.