Art Direction and Graphic Design for the web series “Non cresce l’erba”. Creation of the official logo and development of graphic assets dedicated to social media campaigns for the online promotion of the documentary produced by Dinamo Film.<\/p>\n\n\n\n
“Non cresce l’erba” is a documentary web series produced by Dinamo Film investigating the match-fixing scandal. The project narrates a fan’s physical and emotional journey across Italy. The need was to create a strong visual identity for the web, communicating disappointment and the search for truth.<\/p>\n\n\n\n
The work was carried out in 2012 in close synergy with the creative agency “Trecentosessantunogradi.” My role focused on the visual translation of the narrative concept, working closely with the agency team to adapt the journalistic storytelling into effective graphic elements for digital promotion.<\/p>\n\n\n\n
At the core of the narrative is Danilo, a “pure” and disheartened fan, neither an ultra nor a journalist. The visual identity had to reflect his state of mind: a man watching football with a child’s enchanted eyes, now rudely awakened from the nightmare. The graphics had to give shape to this disillusionment.<\/p>\n\n\n\n
The series is an investigative “road movie” touching stadiums from Palermo to Bergamo. I supported the journey’s narration through visual elements that localized the stops on social channels, mapping the national extent of a sporting wound that touched every latitude of Italian football.<\/p>\n\n\n\n
The logo “Non cresce l’erba” was created to evoke moral aridity. I designed lettering that suggested something trampled and ruined, a metaphor for a now-sterile playing field. A raw mark, devoid of glossy aesthetics, which became the recognizable seal of all online communication.<\/p>\n\n\n\n
My operational contribution focused on creating graphic assets for social campaigns. I produced layouts and visual compositions destined for Facebook and the web, designed to capture user scrolling attention and convey the strong messages of the documentary’s individual episodes.<\/p>\n\n\n\n
These weren’t just promotional images, but narrative extensions. Social graphics anticipated episode themes, using quotes and graphically treated frames to stimulate online debate. This approach transformed the social page into an active discussion hub for fans.<\/p>\n\n\n\n
The graphic moodboard was dominated by tones recalling “dirty” and real investigative reporting. The goal was to visualize the feeling of those answering “no, I didn’t know” to general cynicism. Social graphics weren’t meant to beautify football but to show its raw face through the protagonist’s eyes.<\/p>\n\n\n\n
This project represented a visual contribution to an important social narrative. The design served the story, helping give online voice and visibility to all those characters who, like Danilo, still dream of clean football despite the sport’s involution into corrupt business.<\/p>\n\n\n\n
The coordinated image gave a recognizable face to “Non cresce l’erba,” allowing it to stand out in the news flow of the time. The work on social graphics effectively supported Dinamo Film’s strategy, creating immediate emotional engagement with the web audience.<\/p>\n","protected":false},"excerpt":{"rendered":"
Art Direction and Graphic Design for the web series “Non cresce l’erba”. Creation of the official logo and development of graphic assets dedicated to social media campaigns for the online promotion of the documentary produced by Dinamo Film. The Project: “Non cresce l’erba” “Non cresce l’erba” is a documentary web series produced by Dinamo Film investigating the match-fixing scandal. The project narrates a fan’s physical and emotional journey across Italy. The need was to create a strong visual identity for the web, communicating disappointment and the search for truth. Agency Collaboration The work was carried out in 2012 in close synergy with the creative agency “Trecentosessantunogradi.” My role focused on the visual translation of the narrative concept, working closely with the agency team to adapt the journalistic storytelling into effective graphic elements for digital promotion. The Protagonist: Danilo At the core of the narrative is Danilo, a “pure” and disheartened fan, neither an ultra nor a journalist. The visual identity had to reflect his state of mind: a man watching football with a child’s enchanted eyes, now rudely awakened from the nightmare. The graphics had to give shape to this disillusionment. The Journey: Palermo to Bergamo The series is an investigative “road movie” touching stadiums from Palermo to Bergamo. I supported the journey’s narration through visual elements that localized the stops on social channels, mapping the national extent of a sporting wound that touched every latitude of Italian football. Logo Concept The logo “Non cresce l’erba” was created to evoke moral aridity. I designed lettering that suggested something trampled and ruined, a metaphor for a now-sterile playing field. A raw mark, devoid of glossy aesthetics, which became the recognizable seal of all online communication. Social Campaign Graphics My operational contribution focused on creating graphic assets for social campaigns. I produced layouts and visual compositions destined for Facebook and the web, designed to capture user scrolling attention and convey the strong messages of the documentary’s individual episodes. Digital Visual Storytelling These weren’t just promotional images, but narrative extensions. Social graphics anticipated episode themes, using quotes and graphically treated frames to stimulate online debate. This approach transformed the social page into an active discussion hub for fans. Mood: Disenchantment & Anger The graphic moodboard was dominated by tones recalling “dirty” and real investigative reporting. The goal was to visualize the feeling of those answering “no, I didn’t know” to general cynicism. Social graphics weren’t meant to beautify football but to show its raw face through the protagonist’s eyes. Social Value of Design This project represented a visual contribution to an important social narrative. The design served the story, helping give online voice and visibility to all those characters who, like Danilo, still dream of clean football despite the sport’s involution into corrupt business. Results & Achievements The coordinated image gave a recognizable face to “Non cresce l’erba,” allowing it to stand out in the news flow of the time. The work on social graphics effectively supported Dinamo Film’s strategy, creating immediate emotional engagement with the web audience. […]<\/p>\n