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Embrace New Beginnings with Italian National Airline ITA Airways' Dreamy Debut Spot

Integrated global campaign from VMLY&R, Born 2021, announces the new flagship carrier to the world

Embrace New Beginnings with Italian National Airline ITA Airways' Dreamy Debut Spot

Today marks the launch of Italy's new national airline: ITA Airways. As people everywhere are once again enjoying the freedom and pleasure of flying and experiencing effortless mobility, ITA Airways aims to position itself as the carrier of a new generation, one who lives by the same principles and values as the people it serves. 

In a step-change from previous communications, a beautiful and breathy global integrated campaign by brand and customer experience agency VMLY&R Italy launches the Italian carrier with the ambition to make it a new global icon. 

'Born in 2021' shows the beginning of a new journey and expresses ITA Airways' commitment as a customer-centric, digital-first and sustainable brand. The idea that 'for every end, there is a new beginning' also embodies the spirit of positivity and trust in the future that has always characterised Italians. 

The hero film follows a young girl, Aurora, into her daydreams, exploring iconic Italian and international destinations and experiencing significant life moments and emotions with her. Her light voice and poetic words invite the viewers to leave the past behind and look to tomorrow confidently and with joy. The film ends with an adult Aurora embarking on her big dream: flying to discover the world. 

"The team at VMLY&R is beyond proud to be part of this historical and meaningful moment for our country. Creating the ITA Airways launch campaign has been a great challenge that turned into a wonderful adventure. I'm very grateful to our client for trusting us and believing in the power of creativity," said Francesco Poletti, chief creative officer, VMLYR Italy.

The film was directed by renowned filmmaker Reynald Gresset, who is best known for his powerful capture of fragments of human experience. The music is by Italian singer-songwriter, multi-instrumentalist, arranger, and producer Andrea Laszlo de Simone.

The airline also introduced a new brand identity and logo in line with its new positioning and values. The campaign will be on air in Italy from October 15th. It will then roll out to more key markets globally.

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Agency: VMLY&R

Chief Creative Officer: Francesco Poletti

Creative Directors: Nicoletta Zanterino, Cinzia Caccia

Creative Team: Filippo Testa, Ignacio Ruarte, Alice Maselli, Erika Minazzoli

Client Service Director & Head of Clients: Silvia Fiorin

Senior Account: Edoardo Sertoli

Senior Producer: Maria Vittoria Ceresoli

Head of Strategy: Luigi Accordino

Strategist: Alessandro Grossi


Production: Movie Magic International

Director: Reynald Gresset

DOP: Carlos Ritter

Director’s Producer: Louis Saint-Calbre

Executive Producer: Annalisa De Maria

Producer: Alessia Sala

Jr Producer: Camilla Sangermani

Head of post-production: Andrea Fornaca

Production Manager: Stefano Riva

Set Designer: Paolo Monzeglio

Stylist: Diamante Cavalli

Editor: Marco Ferrara

Colorist: Julien Alary

Post Production

Post-production: Hogarth WW ITALY

VFX Supervisor: Dario Sbrana

Flame Artist: Enrico Rivoire

Motion Graphic: Alessandro Peticca

Sound Engineer: Massimiliano Biganzoli

Post Producer: Ilaria Cherchi


Music: “Immensità” - written, composed performed by Andrea Laszlo De Simone. (P) Andrea Laszlo De Simone concesso in licenza a 42 Records - ©2020 Sony Music Publishing (Italy) Srl, Don’t Panic SNC

Category: Airlines , Travel

Genre: Dialogue , People , Storytelling