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At the heart of the concept was the desire to bring the romance of Italian cinema into Lauro’s world. Filming inside Rome’s Trevi Fountain, with Lauro and Celeste Dalla Porta stepping into its waters, made that ambition tangible. To direct a scene in the very place Fellini immortalised in La Dolce Vita felt almost unthinkable: a cinematic memory we had grown up with became our actual set. The challenge was to honour the power of that image while finding our own intimacy within it, letting the song and its protagonists inhabit a moment suspended in time.

“Incoscienti Giovani” marked the beginning of a new chapter for Achille Lauro. Unveiled at Sanremo 2025, it introduced a new visual world and a renewed artistic identity, accompanying an extraordinary rise in popularity and a deeper connection with audiences across Italy. Working closely with Lauro, PURO helped shape this evolution across every aspect of the project’s visual storytelling, from music videos and social media content to backstage films and YouTube vlogs. Each became part of the same narrative, building a distinctive, cohesive and unmistakably recognisable identity across every platform. This creative partnership continued through “Comuni Immortali”, where we developed that world further together, bringing the imagery first introduced at Sanremo into a more mature and fully realised expression.

Through the vlogs, we wanted to bring the audience closer to Lauro, preserving the spontaneity of those moments and revealing the person behind the performance. A more personal perspective, inviting people to feel part of his world.