Alessandro Pasquarelli
Brands don't have attention problems.
They have relevance problems.
I work at the intersection of cultural behavior and brand strategy - which means I spend a lot of time thinking about why people share things, follow things, and buy into things. Not from a trends perspective. From a psychological one.
What does this content make someone feel? What does engaging with it say about them? When you answer those questions first, the format, the platform, and the creative almost write themselves
I translate that thinking into content systems: scalable, repeatable, built to grow a brand's presence rather than just fill its calendar.
Senior Creative Strategist working at the intersection of platform behavior, cultural fluency, and brand thinking. I build content ecosystems - not campaigns that peak once and disappear.
MySecretCase
A product drop that didn't look like marketing - 8.3M views, 30K units gone in hours.
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TicketOne
Turned a ticketing brand into an entertainment format people actually watch.
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Lancia
Rebuilt the brand's platform presence through a multi-creator content ecosystem.
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Coop Alleanza 3.0
Grew a retail brand's TikTok from zero to community - format by format.
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Case
hero video
in a few hours
no paid push
Launching a new album in a saturated landscape where collaborations are predictable by design. The brief wasn't "make noise" - it was "be the noise."
If a collab looks like marketing, people scroll past it. If it behaves like culture, they send it.
Lead with the product, not the artist. Make Vibratony the cultural object - Tony Effe the proof it's real. Build around memeability and repost mechanics from the start, not as an afterthought.
Turn this into a model - recurring product drops built around cultural moments, not release calendars.
Campari
all sold out
location stories
Design Week is content season for every brand in Milan. The result: a flood of visually identical posts that nobody remembers by Monday.
People don't engage with events. They engage with places they wish they'd found first.
Reframe the creator's role entirely - not brand ambassador, but urban scout. The content becomes a FOMO machine. You don't recap an event, you make people feel like they missed something specific.
TicketOne
Ticketing content has one job: inform. The problem is that informing doesn't build an audience. It builds a mailing list.
Events are forgettable. Formats are not.
Use nostalgia and recognizable structure to build a format people return to - not because of the event being promoted, but because of the format itself.
Lancia
A legacy brand relaunching into a world that didn't ask for it. The risk: the relaunch looks like an internal decision dressed up as a cultural moment.
Modern luxury isn't about status. It's about access to a world you want to belong to.
Give the brand multiple entry points through creators who each represent a different door into the same universe. No single ambassador - a constellation of perspectives, unified by the same aesthetic logic.
Coop
Alleanza
3.0
in 12 months
Retail and TikTok don't have a natural relationship. Product shots, price tags, promotional logic - none of it works on a platform built for entertainment. Most brands try anyway and wonder why nobody watches.
Routine can become entertainment - if you stop treating it as information.
Shift the entire content logic from "what we sell" to "what we know." Build recurring formats with recognizable structures - so the audience comes back for the format, not just the content.
WWF
Italia
Environmental communication is stuck in a paradox: the more important the topic, the more dense and inaccessible the content. The audience that most needs to engage, doesn't.
People share emotions, not information. Make them feel it before they understand it.
Strip the message down to its emotional core. Complexity is the enemy of shareability - not the signal of credibility.
Content doesn't scale. Systems do.
Trends are raw material, not strategy.
Brands fail when they try to control instead of participate.
The best content people are culture consumers first. Professionals second.
"Create an environment where you're free to express what you're afraid to express."
to scale,
let's talk.