Maserati’s new film showcases Italian excellence in New York, created by Migrante
Maserati and its agency Migrante offered hope to the people of Italy, whose team – despite winning the trophy four times – may not be on the world stage today, but Maserati never stops, proudly representing its country every time it starts an engine.
Migrante’s film, ‘Never Stop Dreaming’, weaves together two parallel journeys: Maserati is back with a renewed line-up and a strong ambition to excel on the global stage; and Italy’s passion for sport in all its forms is ready to rise and inspire the world once more. The message is that “Even when the world stops, dreamers never do. We are Italian. We love to dream. And eventually, we make it real.”
The global social film features legendary Italian footballer Alessandro Del Piero driving the new Maserati GranTurismo through the streets of New York. The roads are eerily deserted as the world’s eyes were turned on the match. No words, just the road, the true sound of the iconic Nettuno engine, and the focus of a man who knows exactly where he’s going: the stadium, leaving Del Piero free to demonstrate the car’s effortless luxury performance. After all, dreamers never stop, and Italians love to dream – but they also know how to turn dreams into reality.
Migrante turned around the campaign in just 10 days, tapping into its international team to bring the brand vision to life for Maserati. The global social campaign was created using AI-driven production while retaining the Italian elegance and aesthetic embodied by the Maserati brand. For more than 100 years, Maserati’s Trident emblem has symbolized an idea of beauty, ingenuity, and audacity unmatched around the world, proudly representing its country every time the engine starts.
Leo Ricagni, founder and CCO of Migrante, said: “Maserati’s deep understanding of the Italian spirit is reflected in both a passion for sport and a love for high-performance cars. The campaign’s fast turnaround demonstrates just how to capture a moment of inspiration where timing is of the essence, proving that a long-term creative vision can be manifested in many different ways.”
Cristiano Fiorio, Maserati’s Chief Marketing Officer and BOTTEGAFUORISERIE General Manager, said: “You can always focus on what’s missing, but at Maserati we choose to look ahead with optimism and a clear vision. Over 112 years of history, we have written memorable chapters in the story of the automotive industry and global motorsport. We are not just dreamers–we turn dreams into reality. That is why we wanted to pay tribute to Italy, to Italian excellence and craftsmanship, to those who triumphed in the past and to those who look to the future, striving to achieve even greater milestones.”
Alessandro Del Piero commented: “The journey of the new GranTurismo through a silent New York made me reflect on what pride means, on what a symbol represents. Like wearing the Azzurri shirt before the whole world. I’m grateful to Maserati for imagining this journey that goes straight to the heart: only a Brand whose history has been shaped by beauty and courage could have inspired it. Great achievements are built even when you are not on the pitch.”
CREDITS:
- Brand: Maserati
- Agency: Migrante
- CCO: Leo Ricagni
- ECD: Sol Ricagni
- Creative Director: Valerio Le Moli
- Global Account Director: Francesco Sciacchitano
- Producer: Pablo Figueroa
- Sound Design: Juan Manuel Leguizamon
- Director: Leonardo Ricagni
- Co-Director: Nuria Tolos
- Executive Producer: Juanjo Gómez
- AI Production: Studio AI Sal Gorda
- Post Production Coordinator: Juanma Gómez / Celia García
Independent creative agency Migrante, founded by internationally recognized screenwriter, director and producer Leonardo Ricagni, powers growth through storytelling. Specializing in ideation to production, Migrante’s multicultural content house promotes creativity beyond borders through brand storytelling and advocacy, always pushing the limits of what was previously thought possible.
With offices in the USA, Latin America, and Europe, Migrante’s growing global network functions as a Creative Plug-in™ to complement existing resources, engaging, persuading, and powering the future of advertising by bringing an innovative, cinematic approach.
The Abarth AOR win in early 2025 followed a series of recent campaigns by Migrante, including the Alfa Romeo Junior campaign featuring Pedro Alonso (Berlin from Casa de Papel), which won top honors for Best New Model Launch in the 2025 Ad Age Global Automotive Marketing Awards.