Case Study

Gabriele Muccino directed the acclaimed Hollywood film Pursuit of Happyness. The Italian brewer Peroni engaged him to work on a project to encourage young filmmakers. As part of this successful campaign, the In© team were asked to come up with ideas for some exciting Muccino-related content.

We sent one of our excellent features writers, experienced in film and travel, to Rome to compile a piece on Muccino's roots and the Italian film scene. Then, we initiated the idea of a movie masterclass with Muccino in London. Muccino gave one of our top arts writers a one-on-one lesson on how to get the most out of a handycam.

Coverage achieved included a page in the Independent and a page in the Telegraph. Subsequent syndication hit regional press in the UK and arts press online.