Behind the Scenes at Ferragamo’s “L’Appuntamento” Campaign
Ferragamo is rethinking the traditional campaign rollout with a smart, slow-burn teaser strategy on Instagram. Rather than revealing a polished final product, the brand invites followers into the world behind the upcoming Pre-Fall 2025 campaign, titled “L’Appuntamento.”
Shot at Cinecittà Studios in Rome and directed by Italian filmmaker Alice Rohrwacher, the campaign celebrates the brand’s roots in cinema, craftsmanship, and Italian elegance. Through a curated feed of behind-the-scenes glimpses—styled by Lotta Volkova with creative direction from Maximilian Davis and Ferdinando Verderi—Ferragamo builds anticipation while drawing viewers into the atmosphere and story still in the making.
The approach feels like a study in world-building, offering audiences a seat behind the curtain and positioning them as insiders ahead of the full reveal. In a moment where most brands use Instagram for quick reveals, Ferragamo’s decision to slow the process down feels refreshingly immersive—and clever.
The full campaign, accompanied by Fred Bongusto’s classic “Amore Fermati” as its soundtrack, is expected to debut soon.