Carne Secca

Carne Secca Italia reinvented the traditional beef jerky, in the italian way. Not so spicy, or salty, only genuine italian meat. Branding strategy directions was very simple: we’re young, fun, and tasty. No strict guidelines, no hundred-pages-briefs, no infinite meetings.

In my mind the path was definitely clear: be yourself, casual, young, direct, in a modern way but not exclusive. With this freedom, I’ve produced lots of photographic and video contents, used in between a lot of other user generated contents.

After 3 years of collaboration the brand is still growing fast, and of course, I’m so happy to be the art director of all the best photographies and videos for these guys!

Art Director / Photographer / Videomaker
Giovanni Federici