EROTICA - DONDUP
Campaign Strategy
(2026)
About
Puro shaped the digital identity of Dondup’s new creative era under Achille Lauro, leading the visual storytelling of EROTICA from campaign film to its live launch at San Siro.
Credits
Director & Editor
Gabriele Savino
Creative Direction
Nima Benati
Executive Producer
Luca Gardella
DOP
Thomas Noonan
With Achille Lauro appointed Creative Director, Dondup entered a new visual and editorial chapter. Puro translated this shift into a recognisable digital identity, defining the image codes, content direction, and editorial plan that would frame the brand’s communication from the first teaser onward.
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EROTICA, Lauro’s first capsule collection for Dondup, became the first expression of this new direction. Puro developed the launch narrative across teasing, reveal, and sustain, producing and directing the official campaign film from a creative concept by Nima Benati.
The collection was unveiled on 15 June 2026 with a runway show staged during Achille Lauro’s concert at Milan’s San Siro. Puro captured the live moment in real time, producing the show content, backstage storytelling with the models, and social-first assets designed to take the experience beyond the stadium.
Beyond the launch, Puro built an ongoing content stream for Dondup’s Instagram presence, documenting events, shoots, and backstage moments to keep the new creative direction active, recognisable, and connected to the brand’s audience.
