CLIENT
Rosina (The American Italian Food Company)
YEAR
2024
DISCIPLINE
Experiential Design, Brand Activation, Art Direction, Spatial & Environmental Design, Integrated Campaign
Rosina — Tell Me You’re Italian
Rosina sought a culturally relevant way to reintroduce the brand to a new generation. We developed Tell Me You’re Italian, an integrated creative platform rooted in the idea that authentic Italian identity isn’t explained — it’s felt. Inspired by the warmth, humor, and rituals of Italian family culture, the campaign reframed Rosina as a modern symbol of comfort, connection, and shared experience.
At the center of the campaign was Nonna’s House — a fully immersive Italian home built inside unexpected environments like the Greenville Country Music Festival — transforming traditional sampling into an emotional, memory-driven brand experience.
Experience & Impact
Nonna’s House turned a standard 20x20 festival footprint into a living Italian villa. Complete with wallpaper, family photos, an antique stove, and a fully dressed dinner table, the space invited guests to step inside a familiar yet unexpected world. A cast of Nonnas welcomed visitors, served samples, and created authentic moments of warmth and humor that drew crowds and encouraged lingering.
The activation generated strong foot traffic and meaningful engagement, transforming product sampling into emotional brand storytelling. By merging experiential design with culturally driven content and social amplification, Rosina evolved from a traditional grocery product into a culturally resonant lifestyle brand.
19,500+
Attendees Engaged
12,000+
samples Distributed
487+
Branded Giveaways
301
Consumer Surveys
Captured
Role
Senior Art Director
Agency
JetFuel Studio — A Stagwell Company
Scope
Led art direction and experiential design across the integrated campaign and festival activation, shaping the Nonna’s House spatial footprint and environmental storytelling. Developed experiential touchpoints and mapped the guest journey to create an immersive brand environment, while designing large-scale environmental graphics and production-ready artwork. Supported integrated campaign visuals across digital and physical touchpoints to ensure a cohesive brand experience.