Lontano, meaning ‘away’ in Italian, was concepted to appeal to the Mundial audience and Scotts customers who travel across the UK and Europe watching their football teams play. We spent a week on location in Milan and Lake Como shooting campaign imagery, and directed and produced two narrative films and one Paul & Shark brand documentary. The images were used as part of a 64 page magazine that also included sentiment rich articles and illustrations on the golden era of Italian football and was distributed in-store and to Mundial subscribers. We also coordinated the digital PR strategy and held a launch event in Manchester’s Northern Quarter attended by 100 people.